News: Initiative based on AMP HTML framework.
Accelerated Mobile Pages is an open source initiative to improve the performance of the mobile web pages that are rich content such as video, animations and graphics.
It will allow users to search and pull articles from different publishers instantly.
Google said that it wants the same code to work across multiple platforms and devices so that content can appear on all devices.
The project relies on open source framework AMP HTML, which is built out of existing web technologies, and allows websites to build light-weight web pages.
The company is planning to integrate AMP HTML pages with Google News and it said that 30 publishers including New York Times, Vox.com, Buzzfeed and La Stampa have already agreed to take part in the project.
Google said that in the coming months it will be working with other participants to improve certain areas of the initiative which includes content which will include image carousels, maps, social plug-ins, data visualisations, and videos.
AMP’s open source approach will allow publishers to focus on the content without having to worry about performance and user experience.
With AMP Google has created a new approach to caching that will allow the publisher to continue to host their content and allow distribution through Google’s high performance global cache.
Google will also support range of ad formats, ad networks and technologies and it will allow sites using AMP HTML to retain their choice of ad networks and format.
But unlike Facebook’s Instant Articles, or Apple News, publishers will not have to pay Google to have their articles show up.