Published: Wed, February 14, 2018
Research | By Derrick Holloway

Google launches its own version of Snapchat Stories

Google launches its own version of Snapchat Stories

Google's AMP for email in action.

AMP stands for Accelerated Mobile Pages and it's been around for a while, allowing sites to load faster on phones.

AMP stories are built on the technical infrastructure of AMP to provide a fast, rich experience on the mobile web. Moreover, AMP Stories doesn't support advertisements at the moment, something which shouldn't be too hard for Google to figure out before the public launch. The internet giant's initial partners on the project are experimenting "with novel ways to tell immersive stories for a diverse set of content categories".

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The Stories format is one that's picked up a lot of steam over the past couple years, and it'll be immensely interesting to see how people take to them showing up in their online searches.

Devin Coldewey of TechCrunch writes that "AMP for email is a bad idea", advising: "Not good, Google".

Malte Ubl, engineering lead at the Google AMP Project, said in a blog post that AMP Stories can be easily shared or linked because because they live on the web and are hosted on the publisher's site. Based on a diverse architecture using Javascript, HTML and open source technologies, AMP is created to serve up mobile-optimized content (and ads) with minimal data requirements on mobile networks. "Getting these key details right often poses prohibitively high startup costs, particularly for small publishers". "Because AMP for Email is an open spec, we look forward to seeing how other email clients will adopt it, too", Sahney wrote, perhaps indicating that rivals such as Outlook, Yahoo! Through AMP Stories, publishers will let you tap through quick bits from their news stories in a carousel of slideshow content.

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"Coldewey asks: "does the idea of "'engaging, interactive, and actionable email experiences' ring a little different now?" Instead, more dynamic content will be available within the mail itself.

On Tuesday, Google is debuting a new technology that enables senders of emails to automatically update the messages they send with fresh information - after they've landed in your inbox, and perhaps even while you read them. It confirmed that Pinterest and Booking.com are among the first companies to test AMP for Email.

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