Read a news article on a smartphone browser sometimes falls within the obstacle course. If the site is not “responsive” requires a magnifying glass. If it is, it can be quickly disgusted by excessive advertisements. And if the connection is weak, was quick to move on. To solve these problems, Google now offers the concept of “accelerated mobile pages” (Accelerated Mobile Pages, AMP), a simplified version of HTML dedicated to mobile content that would reduce by 15-85% the loading time. Which is still not bad.
To achieve this level of performance, Google removes all that is heavy, slow and unpredictable. Some tags have been banned as “object”, “frame”, “embed”, “form”, “applet”, etc. The use of JavaScript is strictly supervised. Thus, it is impossible for developers to freely integrate JavaScript code in an HTML page AMP. To integrate quizzes, polls, forms, video players, etc., they can only rely on specific components that encapsulate HTML Javascript code. For their part, the CSS are reduced to a minimum and not be able to draw in a small subset of classes. Exit scrolling, transitions, filters. And the weight of stylesheets will be limited to 50 KB.
Google offers access to its cache servers
For the pub, it is also the dry diet. Javascript banners are prohibited. The only way to display an advertisement, it is to go through an “iframe”, that is to say an integrated web page in another. And for ad targeting, only the method of “tracking pixel” is allowed. More sophisticated methods are banned, which could give a headache to pub governed.
Along with these elements coding, Google offers publishers free access to its global network of cache servers to further accelerate the diffusion of AMP HTML pages. Which is rather generous. To date, thirty publishers have joined this project. Among them, historical players such as BBC, The Economist, Les Echos, Frankfurter Allgemeine and The New York Times. But also “pure players” of the web as BuzzFeed, Mashable and The Huffington Post. Among technology partners include LinkedIn, Twitter, Pinterest, Adobe, WordPress, Chartbeat, and Nuzzel Parse.ly
The Google AMP initiative follows a series of other projects for the world of press. Last May, Facebook launched the “Instant Articles,” which enable publishers to host their content directly to the social network without losing hold of his remuneration. Last June, Apple introduced News, an app that aggregates information individually. Two days ago, Twitter launched Moments, a feature that lets you group the important news on his tweets wire.
Compared to all these projects, that Google has the advantage of being open source, to build on an open standard and not be confined to a particular platform. This has the effect of reducing technological dependence publishers.
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