The tech giant is continually fighting to make the internet a better place, and now Google is trying to speed up page loading for mobiles, along with decreasing the amount of data consumed.
- Goole introduces their Accelerated Mobile Pages (AMP) Project
- It will work on its own AMP HTML code, and it will be open source
- The company has it set to improve performance by 15-85%, and decrease data use
It could all be for the good of mankind. At least, it seems to be, but it’s also important to note that Google is now battling Apple’s iOS ad-blocker and Facebook’s Instant Articles. It’s an important step for the company, but it would probably not be a bad one if consumers benefit. There’s nothing wrong with a win-win situation.
This will help users load pages much faster, without the additional flashy content, or the ability of ads to track and basically shove their product in your face. Their aim is to make browsing much faster, and with more relevant content. No matter what phone, tablet or device, Google is aiming high: to create something that will instantly load pages.
The basic tool at the root of the AMP Project is its own AMP HTML code. It will be an open source project, which means it will be quickly rolled out for anyone, and it will become available for others to use. Certain big name publications are already ready for it, such as the New York Times, Huffington Post, BuzzFeed or the Wall Street Journal.
The company has also expressed their interest to push this new technology to their very own Google News.
AMP will, of course, integrate Google Ads, and it’s set to seeing performance increased by 15-85%, according to the company. Ad-blockers have already shown their prowess by managing to help load pages four times faster and consume up to 50% less data. Google is aiming higher still.
Publishers and advertisers are certainly not demanded to comply to the new protocol, but it could be a good alternative. Not to mention, for some, it would be a way to combat ad-blocking software. This will force them to keep their ads small and basic, but it will also allow it to still be there.
Not to mention that when Google says something, as an advertiser, you sort of have to comply.
Image source: mashable.com