Google has doubled down on efforts to speed up loading times for mobile web pages with its acquisition of Relay Media, specialists in converting ordinary web pages into the mobile optimized Accelerated Mobile Pages (AMP) format.
Google has thus far not voiced confirmation of its own but speculation on TechCrunch suggests that Relay Media could be folded as part of any deal, with its tech and talent duly transferred to Google’s own in-house operations.
In the meantime Relay Media has sought to reassure existing customers that they will continue to enjoy uninterrupted service amidst the changes. A statement on the company website read: “We’re excited to announce that Google has acquired Relay Media's AMP Converter technology.
“Service for current customers will continue uninterrupted as we transition the Relay Media AMP Converter to Google’s infrastructure. We’re pausing new publisher onboarding as we focus on the integration effort.”
AMP has exploded in recent years, growing from simple online publications to encompass ecommerce and other forms of online content. This success is reflected in Google’s own figures which calculate that AMP is now employed by 2bn pages spanning 900,000 domains – despite publishers losing some creative control on how their pages look in the process.