Google and pals launch Accelerated Mobile Pages project
Alphabet's ads, search and cloud subsidiary Google has announced an open source project it hopes will speed web page load times on mobile devices: Accelerated Mobile Pages.
The Accelerated Mobile Pages (AMP) project is driven by Google, with help from major publishers and the BBC. Early adopters include Twitter, Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn.
The existence of AMP HTML tells you the answer was yes. Tests on the spec released today, Uble says, have shown speed improvements of between 15 per cent and and 85 per cent.
That anything, Uble says, often means mobile web pages deliver a “jarring experience of janky scrolling and users needlessly losing their reading position.”
As ever, Google looks to be trying to have it both ways because while faster page load times and lighter-weight pages are undoubtedly a good thing for users, they're also a good thing for Android users and for Google in ad-slinging mode. Google spins better ad-slinging as good for publishers that, like The Reg, provide news for free. But the several pages announcing AMP make no mention of the fact that payments for mobile ads are miniscule. The publishing industry talks of having traded “analogue dollars for digital dimes and mobile pennies.” Faster page load times are desirable and will likely keep audiences around for longer. Whether they can deliver revenue is another thing entirely. ®