Sunday, October 11, 2015

Google & Partners Introduce "Accelerated Mobile Pages"

Yet another component in Google's effort to make the internet faster.

Google's Official Blog announced that "after discussions with publishers and technology companies around the world, we’re announcing a new open source initiative called Accelerated Mobile Pages, which aims to dramatically improve the performance of the mobile web". 

Some of the other Google optimization projects:
  • Google's Introduces New Compression Algorithm  - here
  • Google (regretfully) Shuts Down PageSpeed and Recommends 10+ Alternatives  - here
  • Google Chrome New Compression Proxy Reduces Data by 50%  - here
  • Google Optimizes Web sites and Brings CDN Serivce to the Masses - here
  • Google [Still] Claims there is a Faster TCP - here
"We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. 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.

The project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build light-weight webpages. To give you a sense of what a faster mobile web might look like, we’ve developed this demo on Google Search:

Over time we anticipate that other Google products such as Google News will also integrate AMP HTML pages. And today we’re announcing that nearly 30 publishers from around the world are taking part too.

This is the start of an exciting collaboration with publishers and technology companies, who have all come together to make the mobile web work better for everyone. TwitterPinterestWordPress.comChartbeatParse.lyAdobe Analytics and LinkedIn are among the first group of technology partners planning to integrate AMP HTML pages".

How do Accelerated Mobile Pages work?

Accelerated Mobile Pages are just like any other HTML page, but with a limited set of allowed technical functionality that is defined and governed by the open source AMP spec. Just like all web pages, Accelerated Mobile Pages will load in any modern browser or app webview. AMP files take advantage of various technical and architectural approaches that prioritize speed to provide a faster experience for users. The goal is not to homogenize how content looks and feels, but instead to build a more common technical core between pages that speeds up load times.

In addition, AMP files can be cached in the cloud in order to reduce the time content takes to get a user’s mobile device. Under this type of framework, publishers continue to control their content, but platforms can easily cache or mirror the content for optimal delivery speed users. Google has stated that it will provide a cache that can be used by anyone at no cost, though the cache (Google's or otherwise) is not required. Other companies may build their own cache as well.

In summary, the goal is that that the combination of limited technical functionality with a distribution system built around caching will lead to better performing pages, and increased audience development for publishers.

See "Introducing the Accelerated Mobile Pages Project, for a faster, open mobile web" - here.

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