Google to speed up mobile web browsing with new AMP Early 2016

Google plans to speed up the web browsing on mobile devices by launching its Accelerated Mobile Pages (AMP) project early 2016.

According to Tech Crunch the new Google AMP project has attracted thousands of publishers to have their pages optimized. Some of the big names that are interested in the new project are Thrillist, CBS Interactive, Al Jazeera America, International Business Times/Newsweek, AOL, and more. Besides these big companies, there are several prominent ad partners that want to work with the Google's AMP project. These ad partners are AOL, DoubleClick Outbrain, AdSense, and OpenX.

The initiative aims to bring fast-loading web pages for mobile device users. This means pages created by Google's new AMP framework will load significantly faster than others, and would land further up the search results. CDA News reported that the new project will minimize speed time and decrease mobile data use. The giant tech company plans to prohibit ad-blockers, which has bad effects to its revenue. The company hasn't revealed how it will reduce data usage for content and ads yet.

"We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously," Google expressed in the past. "We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant-no matter what type of phone, tablet or mobile device you're using."

In a report by PC Magazine, Google said there are 4,500 developers so far that have signed up for the new AMP project. The new initiative comes as mobile Web has been growing rapidly. More people read their news on their phones and tablets, but the ads make the pages load slower. Facebook made a solution to this problem earlier with its Instant Article, which is hosted by the social media platform. It makes the pages load faster.

Google believes that users will be more interested in the web content is the pages load faster.