AMP has arrived!

Google's AMP project websiteThe announcement hit our inbox this morning: Google’s Accelerated Mobile Pages Project – aka AMP – is officially out now. Previewed last October, AMP is an open source project for content creators who can now “create mobile optimized content once and have it load instantly everywhere.” Crucial stuff now as the Web’s primary viewership moves over to mobile devices!

AMP is also explicitly taking into account the necessity for the advertising that pays for the content we consume:

The Accelerated Mobile Pages (AMP) Project is an initiative to improve the mobile web and enhance the distribution ecosystem. If content is fast, flexible and beautiful, including compelling and effective ads, we can preserve the open web publishing model as well as the revenue streams so important to the sustainability of quality publishing. (Source)

We’re very excited to read up on AMP and try it out soon. The site offers plenty by way of tutorials and documentation. Get to it and make mobile work!