Google has introduced Accelerated Mobile Pages (AMP) Project, its new way to make the mobile web even faster. Back in September, it was first revealed that Google was likely working on this type of project, and now it is official. With the Accelerated Mobile Pages Project, Google aims to improve the performance of the mobile web without having to remove rich content like video, animations and other graphics.

Ideally, the same code will be able to work across multiple platforms and devices, so that the content will appear everywhere in an instant regardless of the device you are using. The project relies on AMP HTML, which is a new open framework that is built out of existing web technologies. The first group of publishers and technology companies that are partnering with Google include Twitter, Pinterest, WordPress, Chartbeat,, Adobe Analytics and LinkedIn.

In the coming months, Google plans to work with other participants to build more features and functionality based around certain areas. Those areas include:

  • Content: The Accelerated Mobile Pages Project provides an open source approach, allowing publishers to focus on producing great content, while relying on the shared components for high performance and great user experience.
  • Distribution: So, as part of this effort, we've designed a new approach to caching that allows the publisher to continue to host their content while allowing for efficient distribution through Google's high performance global cache. We intend to open our cache servers to be used by anyone free of charge.
  • Advertising: With Accelerated Mobile Pages, we want to support a comprehensive range of ad formats, ad networks and technologies. Any sites using AMP HTML will retain their choice of ad networks, as well as any formats that don't detract from the user experience. It's also a core goal of the project to support subscriptions and paywalls.

Google hopes that with the open nature of the project, it can protect the free flow of information and lead to a better mobile web experience for everyone.

Source: Google