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Google's Answer to Facebook Instant Articles Gets (Tentative) Launch Date, Ad Partners

A gradual launch for fast websites.

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Accelerated Mobile Pages, Google’s initiative for mobile news publishing and its open source riposte to similar efforts from Facebook and Apple, is arriving “early next year,” the company said in a post on Tuesday.

Last month, Google rolled out a preview version of the product, which Re/code readers learned of first.

Google has already roped in marquee publishers, including* the New York Times, Washington Post and BBC. Some 1,600-plus newspapers and television stations have “voiced their support,” according to Google. On Tuesday, the company also announced it had signed up a slew of analytics and advertising providers for the back end.

As an open-source initiative, the AMP Project is open to ad partners across the industry who adopt the spec, and we’re seeing incredible momentum from the ecosystem. Today we’re announcing that Outbrain, AOL, OpenX, DoubleClick and AdSense are working within the framework to improve the advertising experience for users, publishers and advertisers on the mobile Web. More to come as we continue to ramp this aspect of the effort.

When Google first announced AMP, it said it wouldn’t be taking a cut of the ads sold from publishers — that is, unless Google is the one being paid to serve said ad. If you look at that list of advertisers above, the last two happen to be Google’s. The Google reps that I reached out to for more clarity on this are already on Thanksgiving vacation.

Another tidbit from today’s post: David Besbris, a Google engineering VP who had a brief stint running Google+, is one of the authors and presumably the lead engineer on the project, which sits in the search division.

More details of the timing of the official AMP launch are coming “soon,” per the Google post. Here’s a teaser of how the articles would load within search.

* Included is Vox Media, which owns Re/code.

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