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Some publications already have AMP live. At the Guardian, for example, type “/amp” at the end of a URL to see the AMP format. Credit: Google
It’s a challenging time for the mobile web. Apps are dominating consumers’ time on the devices they carry, and ad blockers are spreading as people try to speed up the mobile web browsing they must do.
But later this month, Google will try to hit reset on all that. It is finally ready to go wide with its Accelerated Mobile Page initiative, allowing any participating publisher to deliver content at lightning-quick speed through the mobile web.
Google’s push will surely change the media landscape for both consumers and anyone with a stake in digital advertising. The Accelerated Mobile Pages effort, better known as AMP, is a direct response to similar but proprietary platforms like Facebook’s Instant Articles and Apple’s News. Unlike them, however, AMP is open source, meaning anyone can use it. And it works for the web, where Google wants consumers to stay, instead of rivals’ apps.
In short, AMP is like a diet version of HTML. It is extremely fast and incredibly quick when it comes to loading. JavaScript is essentially non-existent, for now at least, and images won’t load until they’re in the user’s view. AMP will also deliver content much faster because it will be cached via the cloud, meaning Google won’t have to fetch it from a publisher’s site each time a request is made.
The end result is a near instantaneous content delivery system.
Come launch, publishers will be able to track analytics and sell ads. Solutions for paywalls were put into place Tuesday. And, crucially, Google favors faster* sites over others with the same search score in the results it shows consumers, said Richard Gingras, senior director, news and social products at Google.
“Clearly, AMP takes speed to a point of extreme,” Mr. Gingras said. “So, obviously we look to leverage that. Again, it is only one signal. AMP doesn’t mean adopt AMP and get a massive boost in search ranking. That is not the case. All of the other signals need to be satisfied as well. But without question speed matters. If we had two articles that from a signaling perspective scored the same in all other characteristics but for speed, then yes we will give an emphasis to the one with speed because that is what users find compelling.”
AMP articles will be accessible from Google search, Twitter, Pinterest, LinkedIn or, potentially, anywhere online.
While technological advancements have enhanced online user experiences in many ways, they’ve also inflated the average web page to 2 to 10 megabytes. “That is huge but slow,” Mr. Gingras said. “This is a problem when you are talking about a world that is becoming more and more mobile.”
The AMP update is supposed to happen soon….I just hope everyone is ready.
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