Google, Twitter, LinkedIn and other leading tech firms have teamed up to launch a new open source web platform called Accelerated Mobile Pages (AMP) designed to help load web pages faster on mobile devices.
Google said that the move is designed to ensure that website owners do not suffer from slow-loading pages, particularly if they are serving adverts, which could cause a negative experience for visitors.
"Every time a webpage takes too long to load [websites] lose a reader and the opportunity to earn revenue through advertising or subscriptions,” wrote David Besbris, vice president of engineering and search at Google.
“That's because advertisers on these websites have a hard time getting consumers to pay attention to their ads when the pages load so slowly that people abandon them entirely.”
AMP will be offered as an open source framework so that it can be used by any platform on any device, and is based on existing web technologies.
A FAQ on the AMP page explains more about how the service works, noting that it is designed to load only the most important elements of the page.
“AMPs are just like any other HTML page, but with a limited set of allowed technical functionality that is defined and governed by the open source AMP spec,” the page said.
“AMP files take advantage of various technical and architectural approaches that prioritise speed to provide a faster experience for users. In addition, AMP files can be cached in the cloud to reduce the time content takes to get to a user’s mobile device.”
Google and co are pitching the platform chiefly at publishers, noting that sites including The New York Times and The Guardian are already involved, but that the technology is open to any website to use.
"The project is open to all players. Google will also open its cache for use for free by anyone, including to consumer platforms that would like to display AMP content in their environment,” Google said.
The consortium behind the project has now launched the code for AMP on GitHub, and is engaging in developer demos to show how the technology can work.
"More features and functionality will be added over the coming weeks, including functional support for subscription models as well as vendor support for advertising functionality," the AMP web page states.
"As more of this functionality becomes commonly available, we hope to see more and more major consumer platforms integrating AMP pages into their apps and services."
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