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Google wants to make mobile web browsing faster

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Let's face it: a lot of those beautifully-designed websites, feature articles and media don't translate well for those browsing on a mobile device. To improve the speed and efficiency of the mobile web, Google has announced the Accelerated Mobile Pages (AMP) Project. Through the initiative, Mountain View is looking to leverage existing HTML tech to help publishers build "light-weight" sites that load faster, even if they contain video, animations, slideshows and other items that typically require significant bandwidth. "We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant," a blog post announcing AMP explains. Google has already used AMP's HTML open framework for Search and its other apps/services (like News) could see the tech as well. The company already has around 30 publishers on board, including Twitter, Pinterest, WordPress and LinkedIn. Of course, Google isn't the only one improving mobile browsing as Facebook varies how your News Feed loads based on your connection.

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