David Nield says, “Both Facebook and Apple believe they’ve built a better home for news content on mobile devices—self-contained apps where load times are fast and ads are discreet—but Google isn’t going to lie down without a fight.

The result is the Accelerated Mobile Pages Project, a new open-source HTML standard available to all that uses existing web technologies to do exactly what Facebook and Apple are doing: Creating a structure where pages appear instantly and advertising is tastefully added (this being Google, of course, ads stay in the picture).

AMP HTML, as the new framework is called, cuts out some of the more taxing aspects of HTML, CSS and JavaScript, parts that Google wants webmasters to replace with custom elements when richer content is required. Additional custom elements come as part of the package, including image and video holders, as well as embed handlers for services like Twitter and YouTube. Lightbox and carousel components come along for the ride too“.

Google Introduces Accelerated Mobile Pages To Keep Content On The Web

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