Google updates ramp up of AMP

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Back in October, Google announced the launch of a new initiative called the Accelerated Mobile Pages (AMP) project. AMP is an effort to speed up the delivery of web content through an open framework. In an update posted this week, Google indicated they are on track to start sharing AMP pages via Google Search in early 2016. The AMP team also shared some information on the partners they are bringing on board and some of the challenges they are addressing.

In terms of publishers who are interested in developing content using AMP, Google says companies like the BBC, News Corp, and the Washington Post are all following development of AMP. In addition, companies like CBS Interactive, AOL and The Next Web have all committed to supporting the project. Google has also attracted the attention of the Local Media Consortium which represents 1,600 local newspapers and television stations.

Outside of content creators, Google attracted the attention of advertisers who are looking at how ads can be delivered within the AMP framework. In their announcement, Google indicates they have support from Outbrain, AOL, OpenX, DoubleClick and AdSense. Google is also working with companies like comScore, Nielsen, and even their own Google Analytics to ensure AMP articles are counted just like a regular web article. This will help publishers ensure their AMP content is meeting goals like their normal pages.

Google says they have over 4,500 developers following the project on the GitHub page. This includes over 250 pull requests and an active set of discussions regarding AMP and available features.

source: AMP Project

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