Article on Google's Accelerated Mobile Pages

[somnamblst]

http://fortune.com/2015/10/07/nuzzel-google-instant/

 

 

 

Google launched its twist on Facebook’s Instant Articles feature today—an open standard for delivering mobile web pages faster for publishers of all kinds, which the company is calling “Accelerated Mobile Pages” or AMP.

 

 

 

 

In a nutshell, the Google  GOOG -0.07%  standard gives publishers a streamlined page-loading script they can use that takes advantage of smart caching of content—either on their own servers or on Google’s servers—to make the various elements load faster. Instead of a page that loads megabytes worth of poorly-optimized Javascript libraries just so it can add an analytical tracker or a network ad, publishers get a page that loads a single library and then pulls in the other parts of the page as required, using smart tags.

The best part about the Google project, the Nuzzel founder said, is that it is based on a completely open standard that any publisher can implement—as opposed to the Facebook  FB 0.70%  or Apple news platforms, which are only open to a select group of sites and are based on proprietary standards. Publishers don’t even have to use Google’s servers if they don’t want to, and they control the ads that are served.