Google Has a Solution for Faster Mobile Content: AMP

Bringing the power of AMP to Gmail - The Keyword

Along with the new AMP Story format, Google announced, today at its Conference in Amsterdam, a new way for developers to leverage the fast-loading, mobile-friendly AMP framework.

The AMP Stories format is available for free, open to anyone to use.

According to The Verge, developers will be able to make emails 'more interactive and engaging through the AMP for Email feature. To give AMP Stories a try, head over to g.co/ampstories and search for a content provider from the above list to take a peek at what it will look like.

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Help us report on Google's plans, Accelerated Mobile Pages technology (AMP), and how email might change in the future.

The Gmail version of AMP Stories is now unavailable for testing, as Google's limiting all access to developers who apply on behalf of their company and have a legal contact who can sign a non-disclosure agreement.

With AMP stories being hosted on a publisher's website it also means they can last forever on the web, if desired. Tap on any of the different stories to begin exploring. The feature is similar to Snapchat and Instagram's stories format.

Grand Canyon helicopter crash kills 3
First responders had difficulty reaching the four survivors due to windy, dark, and rugged conditions, Bradley said. A helicopter carrying tourists through the Grand Canyon crashed on Saturday evening due to still-unknown causes.

AMP stories behave this way because they are HTML web pages built on the technical infrastructure of AMP.

The US publishers, CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post, were the first selected to test the AMP Story. Images and text can be used interchangeably depending on the context, and the format has been developed specifically for the mobile platform. Publishers can pick from a library of "flexible" layouts and add interaction mechanisms such as buttons and other UI components.

Google's hope is that other email clients will also adopt the standard. "It swings the doors open to create visually interesting stories". Skeptics, though, point to the technology as yet another example of Google trying to control the internet, not least because the algorithms apparently favor sites which present AMP versions of their pages and reward them for their cooperation with higher placement in search results. You can search for them from Google's homepage and they'll show up in results from major publishers. Outlets controlled by these corporations have since started creating stories for the mobile web.

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