Google Accelerated Mobile Pages launched
Google has unveiled its Accelerated Mobile Pages (AMP) Project, which is an open source initiative aimed at creating mobile-optimised content.
The company said the Project is an initiative to “improve the mobile web and enhance the distribution ecosystem”.
“If content is fast, flexible, and beautiful, including compelling and effective ads – we can preserve the open web publishing model as well as the revenue streams so important to the sustainability of quality publishing,” said Google.
An architectural framework built for speed
AMP HTML is a new way to make web pages that are optimized to load instantly on users’ mobile devices.
“It is designed to support smart caching, predictable performance, and modern, beautiful mobile content.”
Since AMP HTML is built on existing web technologies, and not a template based system, publishers continue to host their own content and integrate their advertising and business models.
The company added that performance issues are caused by the integration of multiple JavaScript libraries, tools, and embeds into a page.
“With this in mind, we made the tough decision that AMP HTML documents would not include any author-written JavaScript, nor any third-party scripts.”
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