Thursday, October 8, 2015

Google Looking To Make Mobile Web Faster

Google has created a way to make the mobile web faster. The company announced a technical preview for a system called Accelerated Mobile Pages (AMP). It is designed to fight many of the factors slowing down your mobile web pages. Google has teamed up with a bunch of publishers for the system, such as The Washington Post, Vox Media (The Verge's parent company), The Guardian, and Buzzfeed.

The system is available on a public GitHub repository, having a more commonly held code and smarter caching system. If the system is working, you should have lighter, faster loading mobile pages on things like smartphones and tablets. Google's head of News, Richard Gingras said, "We're here because we love the web and we feel the web can be better than it is. We can make the web great again."

Although the system is still in technical preview, the announcement comes with a ton of major programs for offsite content hosting. In May, Facebook released Instant Articles that allowed publishers to push content directly to Facebook with the results of faster loading times and simpler advertising. Apple has done something similar with Apple News, which they announced at WWDC in June. With this new availability of ad-blocking applications in iOS 9 has allowed you to bypass a lot of tracking systems that slow down your internet completely. This is making publishers look for a way to shrink mobile pages.

With all these systems out, it's putting a lot of pressure on Google, which relies tremendously on web advertising and is being threatened by the migration to closed systems. Gingras spoke about the power of the web but never said that Google's future depends on an open internet.

Google's Accelerated Mobile Pages system is more open than the systems from Apple and Facebook. The core of the system is an open-source GitHub repository, which allows companies to adapt or change when needed. Individual libraries or systems can also adapt individually, becoming more of a toolkit than a self-contained portal.

Google and its partners will still use non-trivial power in its advertising and tracking within the system. The system still allows for third-party caching, Google's hosting network means most of AMP content will likely be hosted on the company's servers. The system is likely to restore concern on the increasing balkanization of internet platforms. Google will represent an open, web-integrated alternative for more controlled platforms within Facebook and Apple.

Content originally published here
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