On Tuesday, Google announced the availability of the Gmail Developer Preview of "AMP for Email", which is expected to help developers create more engaging, interactive and actionable experiences for Gmail users. If AMP pages in general are anything to go by, and how Google treats them, publishers will need to embrace the format if they want to stay high up in those results.
AMP stories are built on the technical infrastructure of AMP to provide a fast experience on the mobile web.
Google is planning to support "AMP for email" in Gmail later this year. Like any web page, publishers can host an AMP story HTML page on their site and link to it from any other part of the site to drive discovery.
Word of Google's AMP Stories project first leaked out last summer. However, the technology will make its way to Gmail soon, although Google has not released a roll-out date yet. Ain't they? The AMP Stories are exactly what they sound like. It remains to be seen whether the Google AMP stories advertising capabilities will be complete enough to warrant publishers embracing the format, but there are already some major companies that are willing to give it a try. Considering the users Google's search engine sustains, it's possible AMP Stories might just take off.
The "AMP" part comes from the Accelerated Mobile Pages project, a standard for websites that is meant to assist page loading on the mobile screens and to make it much faster.
"We are a community of individuals who have a significant interest in the development and health of the World Wide Web ("the Web"), and we are deeply concerned about Accelerated Mobile Pages", they said. Until the time the ads are added, publishers will have to be content with experimenting with this new format without the addition of traditional monetization.
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