Facebook’s got Instant Articles and Apple’s got Apple News, and now Google has something called Accelerated Mobile Pages, or AMP, together with a whole bunch of partners.
AMP HTML is a new way to make web pages that are optimized to load instantly on users’ mobile devices. It is designed to support smart caching, predictable performance, and modern, beautiful mobile content. Since AMP HTML is built on existing web technologies, and not a template based system, publishers continue to host their own content, innovate on their user experiences, and flexibly integrate their advertising and business models – all within a technical architecture optimized for speed and performance.
The big difference between AMP and other initiatives: AMP is open source and available on Github, and anybody can use the code as they see fit.