News Worms
News Worms

Google brings AMP to Gmail; announces Snapchat-style AMP Stories in search

Google brings AMP to Gmail; announces Snapchat-style AMP Stories in search

For the past few years, Google has been working on an open-source framework called Accelerated Mobile Pages (AMP) to make pages on mobile devices load faster. It's not looking to make the service faster, though. That's because of AMP.

Google's AMP stories have the ability to transform quick short mobile magazine format which would be very effective for publishers to work more creatively and to produce easy-to-read articles. Like Snapchat or Instagram stories, AMP Stories bring in the same format when delivering news and other updates from online publications.

Are you excited for the launch of Stories within Google Search?

Each AMP story is filled with custom video, animation, sound, and text developed by Mashable's editorial team. If you use Instagram, Facebook or Snapchat, then we assume you are pretty much aware of what Stories are. Because these AMP stories live separate from regular posts, Google will likely give publishers another means of pinging it when new stories go live.

The developer preview for AMP stories is available now - watch the tutorial to find out how to create them.

While Google's introduction of AMP for Email is all rosy, some say that's just marketing spin to push the company's own advertising agenda. Starting today, Google will show AMP Stories for users on Mobile and Tablet platforms.

"The mobile web is great for distributing and sharing content, but mastering performance can be tricky", Galfi wrote. "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. Getting these key details right often poses prohibitively high startup costs, particularly for small publishers.

Google AMP has certainly not been without criticism, though.

If you want to see AMP Stories in action you can head over to in your mobile browser to check them out now.

AMD for Email will enable developers to create new email experiences that are more engaging, interactive, and actionable.


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