AMP (Accelerated Mobile Pages), Google's project to speed up the delivery of content on the mobile Web, is set to launch in early 2016. Since announcing the project last month, Google said there has been interest from "thousands" of publishers.
Unlike Facebook's platform-specific Instant Articles, announced in May, AMP is an open source initiative that uses HTML tags to optimize the delivery of content on mobile devices. Google said it's designed to speed up mobile page loading no matter how users access content, whether directly from publishers' Web sites or via other online sources.
Many publishers and media organizations have committed their support to the project since it was announced on October 7, Google Search vice president of engineering David Besbris and Google head of news Richard Gingras said in blog post yesterday. Those companies include CBS Interactive, AOL, Slate and Al Jazeera America, as well as many international publishers and the Local Media Consortium, a group of companies that represent some 1,600 local newspapers and television stations across the U.S.
'Won't Skip a Beat' with Analytics
"As an open source initiative, the AMP Project is open to ad partners across the industry who adopt the spec, and we're seeing incredible momentum from the ecosystem," the authors said. "Ensuring that traffic to AMP articles is counted just like current Web articles is also a major focus of the project."
In addition to the content publishers backing the project, AMP is also seeing support from advertising companies like AdSense and DoubleClick, and from analytics providers such as Adobe Analytics, ClickTale, comScore, Nielsen and others, according to Besbris and Gingras.
The involvement of analytics companies in particular is "significant for the AMP Project because publishers developing for AMP will not skip a beat in terms of analytics and measurement -- analytics for AMP are real time and will work within your existing provider," they noted.
More Details Coming 'Very Soon'
Google's approach to amped-up mobile content delivery is different from Facebook's Instant Articles, which posts full-content articles from partner publishers directly onto Facebook. In addition, publishers using Facebook's tool must first be approved as Instant Articles partners.
Facebook, which has said that Instant Articles can load 10 times faster than standard mobile Web pages, gives its partners two options for ad revenues: either handle display advertising on their own to keep 100 percent of revenues, or let Facebook manage ad sales in return for a 30 percent share of sales.
Google, meanwhile, said that ad partners such as AdSense, AOL, DoubleClick, OpenX and Outbrain are "working within the framework to improve the advertising experience for users, publishers and advertisers on the mobile Web."
Besbris and Gingras noted there will be "[m]ore to come as we continue to ramp this aspect of the effort," adding that further specifics about the launch of AMP will be released very soon.