Greg Sterling says, “This morning, Google held a meeting to provide updates about its Accelerated Mobile Pages (AMP) publishing initiative. The project launched as an open-source effort with a range of publishers on October 7 this year. Some see AMP as Google’s answer to Facebook Instant Articles and Apple News.

The primary objective of AMP is to deliver faster-loading mobile web pages and thereby improve the mobile web user experience (and the Google search experience). The company previously said that it will support AMP within Google search “early next year.” Today, it confirmed that it “will begin sending traffic to AMP pages in Google Search as early as late February, 2016.”

This morning’s update focused on four areas: advertising, analytics, subscriptions and page format. Google made previous announcements about advertising and analytics support. The key updates covered in the meeting are explained in the company’s blog post. Here are a few excerpts:

  • Advertising: The initial roadmap for ads includes faster ads, ads that can resize and support for viewability, as well as integration with certain data management providers and sponsored content providers . . .
  • Analytics: Preliminary end-to-end testing for publishers and analytics vendors is expected to start in late December, with full testing happening in mid- to late January”.

Google Touts “AMP” Momentum: We See 16,000 New Pages Each Day

Marketing Land

Sharing is caring