​Aimed to take on similar services Apple and Facebook recently debuted, Google is now bringing in a mobile publishing platform—billed the Accelerated Mobile Pages (AMP) Project—which is specifically built to make news articles load quicker than ever before.

AMP promises to load mobile Web pages right away, eliminating the need to wait for several seconds before an article shows up.

With the enhanced experience of reading news articles over smartphones, the possibility does exist that consumers will continually use a particular company's services.

To date, nearly 30 publishers across the globe have already expressed their intentions to publish their content on AMP, including the likes of the Wall Street Journal, BuzzFeed, the Washington Post, the New York Times, BBC, Thhe Guardian, Vox Media and more. Quite a few of these media companies have also been planning to put their stories on Apple's and Facebook's news readers.

Trei Brundrett, Vox Media's director of product, for instance, has given his support to Google's project.

“The Web today, particularly in a mobile environment, is not fully satisfying users’ expectations,” said Google’s head of news, Richard Gingras during a press event in New York. “It’s not as fast as it should be. Pages load slowly, sometimes erratically.”

Additionally, popular social-media networks—specifically, Pinterest, LinkedIn and Twitter—have likewise signified their plans to publish articles to Google's new mobile platform.

Last Oct.7, we reported the tech giant will be working with its partners to distribute AMP HTML across platforms and devices all over the globe in the coming months, allowing companies to tailor the AMP code to their specific needs.

While Google did say that its project is still in its early stages and that it hopes to push out AMP sometime next year, Google has yet to set a specific date it plans to roll out AMP.

Meanwhile, Gingras also pointed out the increasing popularity of ad-blocking apps implies the consumers hate slow-loading pages. Gingras claimed AMP would resolve this particular issue.

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