Google introduces new project to facilitate faster, open mobile web
Mumbai: A post put up on Google’s officials blog indicates that the multinational tech firm is currently working on a project that will improve mobile browsing and the performance of mobile web.
The Accelerated Mobile Pages (AMP) project aims to optimize mobile web browsing and load content-heavy pages seamlessly. The tech giants are aiming to optimise webpages to load rich content such as videos, animations, graphics, and ads instantaneously.
Google mentioned in its blog, “We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously.” We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using."
The project depends on AMP HTMl, which is a new open framework designed wholly out of existing web technologies, and helps in designing lightweight webpages.
Google points out that currently more people use smartphones and tablets to access information online and every time a webpage takes too much time to load, the user looses interest. As a result, publishers tend to loose out on revenue.
The post also indicates that other products such as Google News will also integrate AMP HTML pages. Google also announced that around 30 other publishers from around the world would join forces with them for carrying out the project.
Some of the technology partners planning to integrate AMP HTML pages include Twitter, Pinterest, Wordpress.com, Chatbeat, Adobe Analytics and Linkedin. Google’s collaboration with these publishers and technology companies is a joint effort to make the mobile web work better for everyone.
In future, Google plans to work with other participants in the project to design more features and functions focused on keys areas such as content optimisation, distribution and advertising. To help publishers who require rich content like carousel image maps, social plug-ins, data visualizations, and videos to add more depth to their content more interactive and interesting.
The post also pointed out that the AMP project provides an open source approach, allowing publishers to focus more on creating content while relying on the shared components for high performance and enhanced user experience.
The initial technical specification—developed with input and code from their partners in the publishing and technology sectors—was released yesterday on GitHub.
Media houses and online advertising will benefit
Google claims that the new AMP project will be beneficial for journalists and publishers as the optimised web pages will facilitate greater content circulation across all kinds of devices and platforms.
As part of the project, Google has also designed a new approach that allows to caching that allows publishers to continue hosting their content while allowing efficient distribution through Google’s high performance global cache. These cache servers can be used by anyone without any usage charges.
With AMP, Google plans to support a broad range of ad formants and ad networks. Any site using AMP HTML will retain their choice of ad networks, as well as any format that does not detract the user experience. Another core goal of this project is to support subscriptions and paywalls.
