Google Seeks to Pacify Consumers With Faster Mobile Pages

AMP  (Accelerated Mobile Pages) sits alongside similar efforts by Facebook Inc., via Instant Articles, and Apple Inc., via Apple News, to speed up the rate at which articles load on mobile devices. Pages built with the technology load about four times faster and use 10 times less data than typical pages, Google said in a blog post announcing the general introduction of the technology.
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The key difference between Google’s initiative and similar efforts from Facebook and Apple is that Google allows publishers to control the platform and the advertising.

http://www.bloomberg.com/news/articles/2016-02-24/google-seeks-to-pacify-consumers-with-faster-mobile-pages
https://www.ampproject.org/