Late last year, Google and other organizations rolled out the open-source Accelerated Mobile Pages (AMP) Project, with the goal of introducing lightweight, lightning-fast content for users on mobile devices. AMP is essentially a subset of HTML and scripts – optimized for caching and performance – designed to speed up the mobile web and to make content accessible to every user, regardless of connection speed or strength.

A few months ago, 10up President Jake Goldman published What Google’s Accelerated Mobile Pages (AMP) means for Consumers, Publishers, and the Future, a piece that has helped spark a lot of interest in Accelerated Mobile Pages among 10up’s clientele, a group lined with major publishers and news outlets. In the article, Goldman concludes that publishers “in a crowded or hotly contested news space, or seeing meaningful traffic to stories from Google, need to quickly prioritize AMP HTML.”

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