Tech giant Google recently announced that its open-source alternative to Facebook's Instant Articles and Apple's News app will finally arrive early in 2016. The platform dubbed Accelerated Mobile Pages is a Google project aimed for mobile news publishing.
Along with the announcement, Google also revealed that 4,500 developers are following the project via Github and 250 code contributions and documentation have been made.
The Accelerated Mobile Pages project has attracted some of the biggest names in publishing including The Washington Post, The Guardian, Vox Media and BuzzFeed.
Google announced that DoubleClick, AOL, Outbrain, OPenX and AdSense are currently developing ads that will conform to the quick-loading framework of the project.
According to The Verge, it is almost an industry norm for advertisers to swarm new and upcoming platforms like Google's Accelerated Mobile Pages. Time will come that AMP will be bloated with ads and it will be as slow as the mobile pages it was initially designed to replace.
Posting on a blog, Google said, "As an open-source initiative, the AMP Project is open to ad partners across the industry who adopt the spec, and we're seeing incredible momentum from the ecosystem."
When Google announced the Accelerated Media Pages Project in October, the Mountain View-based company said that it will improve the performance of mobile Internet. Google wants to create a fast loading framework for webpages that has rich content and plans to integrate it along multiple platforms and devices.
The introduction of AMP will help users as webpages will load much faster that it is on mobile. On the other hand, publishers will face a hard decision as to which banner they want to publish their contents, Facebook or Google.