November 25, 2015 - 13:34 AMT
Google launching own version of Facebook’s Instant Articles

Google introduced its Accelerated Mobile Pages (AMP) program to allow publishers and advertisers to create good-looking mobile content that loads very quickly, VentureBeat reports.

The company launched the program in early October with a select set of partners, and now says it will begin sending traffic to pages created using the AMP specifications early next year.

The AMP Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly on many types of mobile devices.

Google is one step behind Facebook in this area. Facebook’s Instant Articles is alsoall about making news content load quickly and look pretty inside the social network’s mobile app. Importantly, it seeks to make news articles and other content feel native to the app’s experience.

Google says thousands of publishers have expressed interest in AMP since the preview launched with the likes of the BBC, Sankei, the New York Times, News Corp, the Washington Post, and others. Now, more publishers will get to make mobile pages following the AMP technical specifications.

Developers can find samples and documentation at the AMP GitHub repository.

Advertisers are getting into the game, too. Google says Outbrain, AOL, OpenX, DoubleClick, and AdSense are working within the AMP open-source framework to create ads that load quickly and that are creatively in tune with the publishers’ content.