Google today announced an important initiative that might be the biggest attempt to create a better mobile web experience than we’ve ever seen. They’re calling it the Accelerated Mobile Pages Project, and it’s a standard based on existing HTML that aims to make loading web pages over mobile near-instantaneous. Its HTML roots also means this can work with any modern browser on any device.
Google says AMP HTML pages can be loaded “instantly” thanks to advanced caching techniques, pre-loading and a prediction engine. The standard supports images, video and other elements while eliminating the network overhead that usually comes along with having to load all of that pretty stuff.
Most importantly, AMP HTML can make use of a dynamic advertisement platform which allows publishers to continue using their preferred ad networks while still fully reaping the benefits of AMP. It’ll also support subscriptions and paywalls as standard.
Google is already working with dozens of content publishers and distribution platforms to launch the standard. Some of the more notable names include Twitter, LinkedIn, Pinterest, The Washington Post, TIME, The Telegraph, Vox Media, The New York Times, The Wall Street Journal, The Guardian, Financial Times and Huffington Post.
Those are no small names, so to have them all on board means AMP must be promising enough to get excited for. You can take AMP for an early spin thanks to this demo Google has put together. Visit it from your mobile device and try doing a search for “Mars” and see how fast everything feels. We’ll be keeping an eye on this one for sure.