Google’s AMP project could accelerate mobile webpages by up to 85% - and it is coming soon

Google is to introduce its Accelerated Mobile Page programme next week to speed up web browsing on smartphones.

The open source scheme - dubbed Accelerated Mobile Pages (AMP) - will utilise HTML tools to reduce mobile web page loading times, a benefit which could help load existing (or more data intensive) ads.

The aim of the initiative could see pages featuring video, animation and graphics load faster as rich content more often populates the pages we are loading on a daily basis. The company told AdWeek it will be rolled out 24 February.

On how AMP could affect Google’s ranking system, Richard Gingras, senior director, news and social products at Google told AdAge: “Clearly, AMP takes speed to a point of extreme so, obviously we look to leverage that.

“If we had two articles that from a signaling perspective scored the same in all other characteristics but for speed, then yes we will give an emphasis to the one with speed because that is what users find compelling.”

AMP is Google’s answer to Facebook’s Instant Articles which caches publisher’s content for quick load times.