The Mobile Web, Accelerated

Admit it; the mobile experience can be pretty awful. It's still not uncommon for publishers pages to take too long to load and when they do, interacting and truly experiencing the site can be difficult for consumers. That's not good for the ad economy and Google wants to do something about it.

Google announced a new open source initiative this week called Accelerated Mobile Pages which aims to improve mobile Web performance. Google, obviously, wants webpages with video, animations and graphics to work alongside its ads and, of course, ensure pages load quickly and work across platforms and devices. If those pages don't meet that standard, Google can't monetize ads the way it wants.

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The Accelerated Mobile Pages project relies on AMP HTML, a framework that takes advantage of existing web technologies that allows websites to build lighter weight webpages. The initial technical specification—developed with input and code from our partners in the publishing and technology sectors—is being released today on GitHub.

Google revealed that Twitter, Pinterest, WordPress, Chartbeat, Parse.ly, Adobe analytics and LinkedIn are among the first group of technology partners that will integrate AMP HTML pages.