With no specific dates given, Google has announced that it intends to launch Accelerated Mobile Pages (AMP) within Google search, in early 2016.

The AMP Project was released in early October as a preview and has gained support from various platforms such as Twitter, several publishers, analytics tools and also advertising networks. The company announced that it will, from early next year, start sending traffic to pages that meet the Accelerated Mobile Pages’ specifications. According to a post by Google Search Vice President of Engineering, David Besbris, the company invites people to share their views about the initiative and participate in the conversation on GitHub as well as testing it by building pages as soon as they can, ahead of the early next year launch.

The Project is an open source initiative that permits publishers and advertisers to generate mobile optimized content and have them loaded instantly on various types of mobile gadgets.

Winning the game

Since the preview was launched in October, Google reports that there are many firms and people that have expressed interest in the AMP initiative with the likes of developers, publishers and also technology providers. Publishers such as the Washington Post, BBC, New York Times, News Corp, Sankei, Al Jazeera America, as well as the Local Media Consortium and many others have expressed interest and committed their support to the cause.

To ensure the accountability of traffic to the AMP articles, Google has partnered with a number of companies such as Adobe Analytics, Chartbeat, Google Analytics, comScore and many others that will provide analytics for the pages within their tools. The analytics will operate within the user existing service provider and will record and analyze the performance effectively.



With over 4500 developers currently participating in the project’s discussions on GitHub, the company has received many samples, documentation as well as contributions related to the development of the project. The AMP Project has also attracted many advertisers that include AdSense, DoubleClick, OpenX, Outbrain and AOL.

Taking on Facebook’s Instant Articles

From the look of things that Google has put in place, it is quite clear that they are not giving anything to chance with the recently debuted Facebook Instant Articles. The latter has made its news content load faster and they display a pretty look inside the Facebook app. More so, the content and the news articles in the feature appear native. Despite Facebook having some control over the ads and published content, very many publishers and advertisers have tried accessing this platform.

The Accelerated Mobile Pages Project aims to reduce mobile data use as well as the waiting period while online. In as much as Google is trying to be selfless, they are trying to restrict ad-blockers, which have been reported to have heavy impact on the company’s advertisement revenue. Apple Inc. on the other hand decided to support ad blockers and revealed that they would be supported for Safari on iOS 9.

Probably this might be the reason why Google has partnered with analytics so as to check and account for the traffic flow. Ad-blockers have become popular among internet users, since the bloated ads tend to consume more data than the intended content.

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