Google announced a new project on Wednesday designed to improve the experience of reading an article in your smartphone browser. Its new Accelerated Mobile Pages (AMP) promises to speed up the time it takes for a story to load without forcing publishers to give up control over their website’s design or ads.
The new project is launching with almost 30 media partners from around the world, along with a handful of high-profile tech collaborators like Twitter, Pinterest, LinkedIn and WordPress. The system works by creating a cache of a specific webpage ahead of time so it’s ready to go. The company says it’s developed a new and better caching system, and plans to host most of the saved articles on its own servers.
Google’s AMPs will start showing up in the company’s search results in the next few weeks. At the top of some pages you’ll see a carousel list of relevant articles. Tapping on one will bring it up in an instant, and you can jump between similar stories from different websites by simply swiping left and right. The same setup is also coming to Google News eventually.
Initially the new service could give some sites an unfair advantage, since only early media partners will show up in the new AMP section. However, Google notes that the system is totally open source, meaning any site should be able to add support for its own articles without too much trouble.