Opening up AMP

© iStock.

Google’s AMP (Accelerated Mobile Pages) technology enables websites to load quickly on mobile devices. Today, the company announced that it is working to do away with the shortcomings of this technology by creating a standard that everyone can use. The main criticism levelled at AMP is that it uses non-standard web technology, with pages that are housed on Google’s servers. These pages’ URL addresses link to Google, rather than to the original publishers of the content. “We are taking what we learned from AMP and are working on web standards that will allow instant loading for non-AMP web content”, wrote AMP project leader Malte Ubl in a post published on Thursday.

⇨ Cnet, “Google tries opening AMP, its fast mobile website tech, to all.”

⇨ Accelerated Mobile Pages, “Standardizing lessons learned from AMP.”