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Google plans to launch Accelerated Mobile Pages in early 2016

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Google AMP

Google’s new open source project, the Accelerated Mobile Pages (AMP) was announced last month and now the search giant has revealed that it will begin sending traffic to AMP pages in Google search beginning early next year.

The Accelerated Mobile Pages (AMP) project is basically Google’s answer to Facebook’s Instant Articles. Like Instant Articles, the purpose of the project is to deliver fast-loading Web pages to mobile device users. While Google didn’t give a specific date but said they will share details very soon.

The AMP project is an open-source initiative created to enhance the speed of Internet domain access. As more and more consumers shift from traditional PCs to mobile devices, content consumption is on the rise and mobile data networks cannot always catch up.

Accelerated Mobile Pages wants to change that. By launching lightweight pages which work with smart caching offered by Google and a flexible structure which shows both ads and content in a way which will appease consumers, thereby reducing the chances of users being frustrated with slow loading mobile pages that suck up mobile data usage.

The new pages will be a boon for publishers who will have a better shot at retaining users and luring them to interact with more content.

David Besbris, Vice President of Engineering at Google Search and Richard Gingras, Head of News at Google said in a blog post that since the project's outset on GitHub; several publishers have expressed interest in the scheme, including the BBC, New York Times, CBS Interactive and the Local Media Consortium (LMC).

The project cannot just deliver fast content to devices depending on mobile networks to access the Internet and boost eyeball rates on Internet pages, but consumers could benefit through access which doesn't consume much bandwidth, especially as a number of ad partners are also interested in the specifications provided by Accelerated Mobile Pages.

Delivering ads to mobile pages can substantially contribute to bandwidth usage, as well as drain battery life. As a result, high rates may prompt users to adopt ad blockers and so if this process can be made more efficient and less battery and data consuming, users might not be forced to use software which restricts this revenue generation avenue from profiting when a visitor accesses a Web page through a smartphone or tablet.

Over 4,500 publishers have signed up ever since the announcement was made about formally launching AMP. Currently, Ad networks Outbrain, AOL, OpenX, DoubleClick and AdSense are all working within the framework to take advantage of the scheme, joining traffic counters including comScore, Adobe Analytics and Google Analytics to ensure advertisers are able to correctly log traffic going to AMP articles.

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