Google has announced a new open-source initiative called Accelerated Mobile Pages, which is a new page building framework designed by the tech giant. The AMP Project, as it's called, uses existing HTML framework to allow websites to build light-weight webpages for mobile devices.

According to Google's blog post, "Every time a webpage takes too long to load, websites lose a reader—and the opportunity to earn revenue through advertising or subscriptions. That's because advertisers on these websites have a hard time getting consumers to pay attention to their ads when the pages load so slowly that people abandon them entirely." AMP aims to dramatically improve the performance of the mobile web, where webpages with video, animations and graphics load simultaneously alongside smart ads, and load instantaneously. Google has so far built a demo for Google Search and they expect, over time, that other Google products such as Google News will also integrate AMP HTML pages. 
Thirty other web publishers have also come on board to collaborate on the  initiative, including Twitter, Pinterest, WordPress, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn. In the coming months, Google is hoping to work with other participants in the project to build more features and functionality focused on some key areas like content, distribution, and advertising.

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