Apple News, Facebook Instant Articles and now introducing Google AMP

Google introduced its Accelerated Mobile Pages (AMP) in an attempt to take on other rival news delivery services such as Apple News and Facebook Instant Articles.

The company on Tuesday announced that it will start showing AMP pages in Google Search early next year. Google also promised that it will share more details soon.

"Google will begin sending traffic to your AMP pages in Google Search early next year, and we plan to share more concrete specifics on timing very soon," said David Besbris, Vice President of Engineering, Google Search and Richard Gingras, Head of News, Google in a blog post.

Detailing further, the company said that the AMP Project as an open-source initiative is available to advertisement partners across the industry that are ready to adopt the rapid-loading specifications of the initiative. Google alongside also announced that Outbrain, AOL, OpenX, DoubleClick, and AdSense are working within the framework to improve the advertising experience for users, publishers and advertisers on the mobile Web.

"Thousands of publishers have expressed interest in AMP since the preview launched with the likes of the BBC, Sankei, New York Times, News Corp, Washington Post and more. Since then, many others have committed their support to the project, including R7.com and NZN Group in Brazil; CBS Interactive, AOL, Thrillist, Slate, International Business Times/Newsweek, Al Jazeera America and The Next Web in the US; El Universal and Milenio in Mexico; The Globe and Mail and Postmedia in Canada, as well as many more across the globe. The Local Media Consortium (LMC), a partnership of 70+ media companies collectively representing 1,600 local newspapers and television stations, has also voiced their support," the company added in a blog.

Detailing the progress of its AMP Project, Google revealed that so far over 4,500 developers are following the ongoing engineering discussions on GitHub while around 250 pull requests have contributed to the new code, samples and documentations.