Google launches Amp, for news and content faster on … – The Daily

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Smartphones have revolutionized forever the way in which users are informed: just a couple of touches, and you can be in front of a lot of news. It is a great opportunity not only for the reader, but also for papers that can spread their articles in a basin wider readership. It often happens, however, that the pages are too heavy and slow in loading, thus pushing you to look elsewhere. Just to avoid losing visitors, and consequently the revenue stemming from advertising, some of the greatest players of information – including the New Tork Times, Buzzfeed, The Washington Post, The Guardian, El Pais and La Stampa – collaborated with Google to create Accelerated Mobile Pages (Amp), a technology that aims to make it effective display content reporters on mobile devices.

The Mountain View giant is already engaged for several months in search of sustainable solutions for the digital journalism with Digital News Initiatives, a trial program with the participation of over 1000 European publishers, and Amp is the first concrete step in this initiative. The new project – which also was attended by technology partners such as Twitter , options, WordPress.com , Chartbeat, Parse.ly, Analytics and Adobe LinkedIn – is based on HTML Amp, a new framework that allows web sites to ease your pages without having to give up high-impact visual content such as high quality photos, videos, and infographics multimedia .

“We have developed a new approach to caching, which allows the publisher to continue to host their own content while allowing efficient distribution through the global high-performance cache Google” , he explained the company, implying that the newspapers that will implement the new functionality will also enjoy a better ranking on the search engine. Amp will also support different models of advertising, and therefore redistribute advertising revenue to the respective publishers. The product launch will be completed in 2016, it will be “open source” and everyone can use it. One important change it, that distinguishes the project from Google Instant Articles of Facebook, the potential of which for now can only be exploited by the big players in the sector.

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