Google's mobile-friendly mantra gets yet another boost with a new update to its Accelerated Mobile Pages program (AMP) that is set for release in the early part of 2016.

The Accelerated Mobile Pages program was launched early October with a few select partners, and has since been sending big traffic to publishers' pages that hued to Google's publisher specifications.

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The program allows publishers and advertisers to create mobile versions of their content that not only look good on mobile devices but also load very fast.

As early as next year, Google will accelerate web browsing on mobile devices, thus allowing publishers that have AMP-boosted mobile-friendly pages to further leverage the faster browsing speed in pleasing their audiences that are connected via phones, tablets and phablets. Developers can find samples and documentation at the AMP GitHub repository.

The AMP Project, an open source initiative, embodies the vision that mobile-optimized content is created at once and loads instantly on many types of mobile devices.

The project competes with Facebook's Instant Articles, a program that hosts publishers' content in the News Feed. Both projects proceed from the idea that publishers' sites have often bogged down due to extraneous code, tracking scripts and advertisements that can slow down the ability of pages to load quickly on mobile devices.

Google's AMP Project's goal is to work with publishers instead of against them, as ad blockers do. AMP optimizes the content's performance without blocking it. Rich media will be included, ads will be implemented to keep the content free, and analytics will be utilized.

Thousands of publishers have expressed their interest in AMP, according to Google. The preview was launched with the likes of BBC, the New York Times, the Washington Post, Sankei, News Corp, among others.  

Advertisers such as Outbrain, OpenX, AdSense, AOL, and DoubleClick are getting into the game. The AMP open-source framework is being worked on with advertisers to be able to create ads that load quickly and are creatively in tune with the content of publishers.

A number of mobile analytics firms are also working with Google so that performance in the AMP program is recorded and analysed correctly. Among those that provided analytics for AMPs in their tools are comScore, Parse.ly, Nielsen, Adobe Analytics, Chartbeat, ClickTale, and Google Analytics.

Tagsaccelerated mobile pages, AMP project, web browsing, facebook instant articles, mobile devices, publishers, advertisers, Instant article