Google’s answer to Facebook Instant Articles will arrive early next year

The support for popular ad services such as AOL and OpenX that work with the new framework are driving reasons for Google’s ability to forge so many partnerships among advertising companies.

Right now Facebook has an instant articles feature in which the content from publishers has sort of been preloaded.

At State of Search last week, Gary Illyes from Google talked about the importance of AMP – Accelerated Mobile Pages and how it would become more important in 2016.

The Google AMP project is designed to make the mobile web faster and publisher can created mobile content that is designed to load very quickly.

The company on Tuesday announced that it will start showing AMP pages in Google Search early next year. The project, entitled simply Accelerated Mobile Pages, or AMP promises faster internet for mobile users everywhere. But while Google has a goal of cutting load times, it’s not to be compared with ad-blocking, as AMP is actually about playing nice with ads, displaying them alongside publishers’ content. The company has also encouraged publishers with the assurance that it will not take any share in the ad revenues that the pages generate, although it owns two advertising companies which will take part in the new AMP project. So far Google claims that thousands of publishers have expressed their interest in the project.

An open source initiative, AMP is aimed at making web pages load instantaneously, even when they contain rich media like video, animations or graphics, including things like Twitter and YouTube embeds.

Google’s David Besbris (Vice President of Engineering, Google Search) and Richard Gingras (Head of News, Google) put out a blogpost highlighting the upcoming project, which was first announced in October.