Google brings controversial AMP platform to Gmail

14 February, 2018, 18:11 | Author: Jeannette Greene
  • Google search on mobile

For this, Google involved publishers like CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post to explore this new medium. It's a "moble-focussed format for developing news and information as visually rich, tap-through stories". Starting today, Google will show AMP Stories for users on Mobile and Tablet platforms.

It is also not clear how Google will keep AMP Stories from different brands in search and how publishers will get their place in it. Providing fast and engaging content in a contact's inbox is a no-brainer. The company now says that the framework's capabilities have reached a level that it can be implemented to modernize one of the most widely used methods of exchanging messages today: email.

Content for its "AMP stories" initially comes from outlets like CNN, The Washington Post, Conde Nast, Wired and US People magazine, and is created to load much faster on mobile devices than conventional articles and videos. Ain't they? The AMP Stories are exactly what they sound like. In March of past year, Google said there were more than 2 billion AMP pages on some 900,000 domains. If you use Instagram, Facebook or Snapchat, then we assume you are pretty much aware of what Stories are.


Google launches its own "stories" format with AMP Stories on the mobile web search result.

The rollout of AMP Stories will happen gradually, so most users won't see a big change any time soon. You can take a look at some of the early AMP Stories by searching for a publisher at this link on your phone. Mobile advertisers have indicated that they lose per page ad revenues as a result of this.

Even once tooling is available, though, publishers will have to create AMP stories from scratch. Publishers can pick from a library of "flexible" layouts and add interaction mechanisms such as buttons and other UI components. "Our team can easily create attractive, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith.

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