Google has announced an open-source project that could result in a mobile web free of slow-loading pages.
The Accelerated Mobile Pages initiative wants to help content publishers create light-weight incarnations of their own websites, which are more friendly to mobile web speeds.
Even pages containing videos, hi-res photos and animated GIFs will load faster thanks to the new AMP HTML open framework, which is built from existing web technologies.
It’s essentially a "reading" mode, but with all of the rich multimedia content users have come to expect from their favourite sites.
“We want web pages with rich content – such as video, animations and graphics – to work alongside smart ads, and to load instantaneously,” Google announced in a blog post on Wednesday.
“We also want the same code to work across multiple platforms and devices, so that content can appear everywhere in an instant – no matter what type of phone, tablet or mobile device you’re using.”
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The idea has come about due to the fact that slow-loading web pages could cause content providers to lose traffic.
However, while the initiative is clearly designed to benefit those that serve up the content, it’ll also assist those who consume it.
Slow-loading mobile web pages, hampered by ugly ads and pop-ups, have long been a cause of consternation for mobile users.
Google's new initiative already boasts more than 30 partners, including the likes of BuzzFeed, the BBC, the Guardian and TrustedReviews’ own sister publication TIME.
Both Twitter and Pinterest are also on board, while Google says more partners will be announced soon.
Disclosure: TrustedReviews is owned by TIME Inc.