Google expands AMP project with AMP stories launch

Amp for Email – Doodle

Amp for Email – Doodle

For now, Google is testing AMP-powered Stories and will roll them out more significantly over time.

AMP stories behave this way because they are HTML web pages built on the technical infrastructure of AMP.

Google eventually plans to bring AMP stories to more of its products and expand the way it appears in Google Search.

Beyond just loading quickly, AMP Stories can be shared like one shares a news article. READ NEXT:Android P to have "notch" design to rival Apple's iPhone X However, Google's widely seen to be using AMP as a predatory way to lock publishers into its ecosystem.

Of course, Google is also planning to integrate AMP for email with its own Gmail service, something that should happen later this year, Sahney said.

Amp for Email – Pinterest
Amp for Email – Pinterest

AMP stands for Accelerated Mobile Pages, and it was started as an open source publishing project to speed up mobile webpages. According to Google, you can RSVP to events, browse content, and fill out forms without leaving your email. The search giant announced on its developers' blog that the new feature has been piloted with leading content publishers viz. Condé Nast, Vox Media, Time Warner, Meredith Corp, Mashable, The Washington Post and more. That said, if you'd like to get an early look, you can sign up for developer preview access for your Gmail account on the company's website. "Our team can easily create lovely, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith.

AMP is an open specification, so it's available for other email clients to use, as well.

"Coldewey asks: "does the idea of "'engaging, interactive, and actionable email experiences' ring a little different now?" "For example, imagine you could complete tasks directly in email".

Companies like Pinterest, Booking.com and Doodle are developing new experiences for consumers using AMP for Email, and we're excited to see what others will do soon. Google aims to make the whole process easy for publishers with layout templates, standardized UI controls, and components for sharing and adding follow-on content.


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