Google Accelerated Mobile Pages will start speeding up the mobile web early next year
You’ve got a high-performance smartphone, and a mobile connection that’s maybe even faster than your home broadband, so why is it that it always feels like your waiting for the mobile web to load? Early last month we shared with you Google’s plan for drastically reducing latency when browsing the mobile web, connecting users with content faster than ever before thanks to what it called Accelerated Mobile Pages, or AMP. Now six weeks later, Google’s giving us an update on how the effort has been getting off the ground, including the support of some high-profile content producers.
Publishers like CBS Interactive, Slate, Thrillist, The Next Web, AOL, International Business Times, and Al Jazeera America are all lined up to use AMP to bring their content to readers as quickly as possible.
Because AMP represents a stripped-down take on traditional web distribution, old-school ways of doing analytics on that data don’t always hold up, and right now Google is working with ad providers to make sure that providers using AMP are still able to monetize their content and accurately track viewing statistics.
While that may not sound great from a reader perspective, having strong ad-network support could go a long way towards convincing additional publishers that AMP is a tech worth experimenting with. And since this all leads to a faster, more responsive mobile web on our phones, these developments sound pretty darn important.
Google intends to start returning AMP-based search results (where available) sometime early next year.