We first spotted the rollout yesterday, but today Google made it official that its AMP initiative will be enjoying a wide launch effective immediately. AMP, which stands for Accelerated Mobile Pages, is a new feature to Google's search interface on mobile browsers that will load an optimized version of news articles far more efficiently than the conventional way of navigating to a separate webpage. While Google emphasizes that there is much more to be done, it is going to be prioritizing compatible news and displaying the AMP wording and lightning bolt logo in mobile search by default.

The program involves an open-source, HTML-based format for web developers to use in order to function correctly.

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