The internet is always evolving, and from generation to
generation its speed is also increasing. But it doesn't stop a number of
technology companies to accelerate the web speed, especially the article
contents.
Previously Facebook reportedly has made the Instant Article
feature with a background of mobile device's slow acceleration when opening a
web page. And now Google is joining the competition by announcing an open
source project called Accelerated Mobile Pages.
The project of Accelerated Mobile Pages (AMP) uses HTML
basis, so that almost all modern browsers and applications can adopt it. After
passing through some approaching stages and discussions, there are a number of
partners that are willing to join with this project, such as Twitter,
Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn.
Meanwhile, according to Recode, a number of companies which
are specifically working on the content industry have given their consent, such
as Atlantic Media, BBC, BuzzFeed, Condé Nast, the Financial Times, The
Guardian, Hearst, The Huffington Post, The New York Times, The Telegraph, Vox
Media, The Wall Street Journal, The Washington Post and many others.
In its official explanation, Google explains that the aim of
the AMP is to increase the acceleration speed of the page when it's accessed
from a mobile device. It allows the certain page that's rich of animations,
pictures and videos to be loaded instantly.
The AMP is using HTML-based framework that enables a website
to create a super lightweight page. Google has an opinion that speed is one of
factors which determine the success of a web. Without good speed, a web is
potentially losing the readers, and finally leads to the lower monetization
opportunities.
Google explains that this project will continue to be
developed in the future. At least there are three aspects that will get serious
concerns: the content, distribution and advertising.