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Google's AMP platform expands in Asia

News, 09 March 2017
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SINGAPORE/NEW YORK: Google's Accelerated Mobile Pages (AMP) will be extended to a new audience of more than one billion people in Asia Pacific after the tech giant announced partnerships with a series of major regional internet companies.

Baidu and Sogou, which account for around 90% of the search market in China, along with Yahoo Japan, have agreed to connect to Google's AMP pages from their search results.

AMP, which was launched in October 2015, is Google's system for creating web pages and ads that load more quickly and maintain high performance across platforms.

As reported by TechCrunch, the announcement was made at Google's first AMP developer conference in New York, where David Besbris, Google's VP Search and AMP Project Lead, told delegates that these partnerships "tremendously increase the reach of where AMP pages can go".

He went on to say that they help fulfil the promise that publishers can build one file that works well on every distribution platform.

Besbris also provided further detail about the initiative in a blog post in which he said Baidu, Sogou and Yahoo Japan will join other supporting companies, such as Bing, Pinterest and LinkedIn.

He said LinkedIn has seen a 10% increase in the amount of time spent in an AMP article compared with non-AMP articles.

"The expansion underlines the value of AMP for publishers and websites who don't have to customize anything for each of these platforms – develop AMP pages once and they just work on all supported platforms," he wrote.

"The addition of these key distribution platforms represents a major step for the open source project which launched in October 2015 alongside a handful of publishers and technology companies all united by a common cause: make the mobile web work better for everyone."

Data sourced from TechCrunch, Google; additional content by Warc staff

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