Google said it will rollout fast-loading Accelerated Mobile Pages (AMP) to its search results early next year.
The company plans to share more concrete specifics on timing shortly. The AMP project is an open source initiative, which is intended to improve the mobile web and distribution ecosystem.
AMP will load in any modern browser or app webview. Its files leverage several technical and architectural approaches that prioritise speed for providing a faster experience for users.
The project has attracted publishers such as the BBC, the Guardian, Sankei, New York Times, News Corp, Washington Post and several others.
Outbrain, AOL, OpenX, DoubleClick, and AdSense are working within the framework to enhance the advertising experience for users, publishers and advertisers on the mobile web.
Adobe Analytics, LinkedIn, Pinterest and several other technology firms are currently using AMP HTML.
Google said over 4,500 developers are following the project on Github, and 250 contributions of code and documentation have been made so far.
