GOOGLE HAS struck back in the rise of the ad blocker with a new service designed to improve rendering speeds on mobile web pages.
The BBC, Twitter, LinkedIn and WordPress are among the big-hitters who are already using or have expressed an interest in the scheme.
Ad networks will still be accessed and will display content, but AWP will filter out unnecessary code and needlessly flashy advertising, in a direct response to Adblock Plus' Acceptable Ads policy.
Facebook has its own system, Instant Articles, which hosts third-party content on its servers in much the same way.
AMP stories will be created and marked up along with the traditional web pages, and will appear in Google search results from 2016. However, from now Google's searches will scrape the pages and display them as appropriate.
One area where this will make a big difference is embedded browsers. When you open a link in the Twitter app, for example, it opens in its own browser held within the app.
Condé Nast, The Guardian, BuzzFeed, The Huffington Post and Vox Media are already aboard.
Declaring its involvement, the BBC noted that in some cases the latency for some of its pages in Australia was as much as 12 seconds, and this has been greatly reduced by AWP. A Google spokesman noted that most people give up on a page after six seconds of waiting.
The idea is a direct industry response to the recent rise in ad-blocking software which has emerged as a result of Apple's decision to allow such apps in the latest version of its software for iPhone.
Adblock Plus, Adblock and Crystal, the three biggest players in mobile ad blocking, have all signed up to an acceptable ads policy that whitelists advertisements but only those that meet similarly strict criteria that will keep load times low and battery drain to a minimum. µ
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