Google’s New Accelerated Mobile Pages (AMP)

AMP is a new open-source initiative aimed at helping pages load faster on mobile devices.

It’s currently for publishers such as the Guardian or New York Times!

However it could impact other publishers and maybe even blogs at a later date.

You have to sign up to the program via an application process.

The results are being publicly tested just now in BETA.

It strips out elements of a Web page that tend to slow it down, especially JavaScript.

Publishers won’t be able to apply their own Javascript and can monitise and track their content currently through an agreed list of networks and technologies:

Advertising Networks: Twitter, A9, AdReactor, AdSense, AdTech, DoubleClick

Analytics: Google Analytics, Adobe Analytics, Chartbeat and Parse.ly

What’s good?

• Improved visibility
• Above the fold content
• It is good for users

What’s not so good?

• Consolidates publisher visibility
• Might knock out other publishers
• Raises the threshold to become a publisher that succeeds