With respect to the following listed areas, attention should be paid to the itemized items under them. MORE ABOUT BRANDONAfter being physically and mentally disabled by a brain tumor, Brandon overcame the odds to regain his health to help his pregnant wife in her fight against stage 3 breast cancer. Polaris, as its creators call it, is a product of MIT’s Computer Science and Artificial Intelligence Lab (CSAIL).
The idea for Polaris was first hatched about a year ago, says lead author and MIT CSAIL PhD Ravi Netravali.
The creators of the new Polaris system claim that it trims page-load times by up to 34 percent. Those objects also extend to advertising network intrusions, which are responsible for much of the bloat that weighs down the web.
The MIT team will find out what kind of appetite their is on the browser end next week, when it officially presents its Polaris paper. Google has a new feature in its Chrome browser for mobile that it thinks could save mobile data use by up to 70%.
The search and mobile giant is expanding the Data Saver mode included in Chrome for Android devices.
It shouldn't be a surprise then that Google is initially launching the feature in India and Indonesia a€” two emerging markets that have huge potential for the company.
GoogleGoogle has launched Accelerated Mobile Pages with partners including The Washington Post. Google has launched an ambitious initiative that aims to speed up loading times across the entire mobile web. It could become as important for the mobile web as when website owners adopted "responsive design," which automatically re-sizes web pages to fit users' mobile screens a€” rather than just letting users navigate not-fit-for-purpose desktop sites, which tend to have text that's unreadable on mobile and buttons too small to press. Google says AMP HTML will "dramatically improve" the performance of the mobile web by allowing website owners to build lighter-weight web pages that have a reduced reliance on often clunky technology such as JavaScript. Here's a visualization from Nuzzel showing how quickly a New York Times mobile web page might load using AMP. Several big name publishers and tech companies are already on board, including Twitter, Pinterest, LinkedIn, Adobe, Wordpress, The Guardian.
The image below shows how publishers partners will be rewarded for using AMP, with a high-profile placement in the Google search results page. In a blog post, Google's vice president of engineering for search, David Besbris, said the mobile web experience "can often leave a lot to be desired." Lengthy page load times can lead to publishers losing readers and revenue, according to Besbris. Over time, Google says it hopes to work with other partners to build out more features and functionality within AMP.
Content: Publishers increasingly rely on rich content like image carousels, maps, social plug-ins, data visualizations and videos to make their stories more interactive and stand out.
Distribution: Publishers want people to enjoy the great journalism they create anywhere and everywhere, so stories or content produced in Spain can be served in an instant across the globe in say Chile. But where Facebook Instant and Apple News are encouraging publishers to publish direct to their own, closed app platforms (and to share associated data and ad revenue,) Google wants to encourage publishers to continue publishing to the mobile web.


FacebookGoogle AMP differs from Facebook Instant Articles (pictured) because it focuses on the entirety of the mobile web.Google will be hoping its open approach will ultimately boost its ad revenue too. Google+Google's vice president of engineering for search, David BesbrisBusiness Insider asked Google's Besbris at the AMP launch event what's in it for Google. Andrew Montalenti, chief technology officer at Parse.ly, one of the first partners to sign up to AMP HTML, explained to Business Insider the value in becoming a partner. Gaille is one of the top business bloggers in the world, and he has founded several multi-million dollar companies. The breakthrough, after years of thinking through the page load problem, came after he started focusing primarily on mobile.
Previous high-profile efforts to speed mobile pages, like the SPDY protocol, or Google’s open-source Brotli algorithm, have focused on data compression. Every time you type in a URL, the site that eventually materializes comprises a mishmash of JavaScript, HTML, CSS, and more. Then, they’d like to convince web clients—the Chromes and Firefoxes and Safaris and Edges of the world—to incorporate Polaris as well. The possibilities are intriguing, particularly because it’s the kind of technology that could represent a formidable competitive advantage to one company over another. If you're on a slow connection and the feature is enabled, it won't enable most of the images on a page unless you ask it to a€” saving significant amounts of data.
While this kind of feature isn't really necessary in countries like the US and the UK (unless you've got a particularly tight data plan), it could be invaluable in emerging markets, where connections are far slower and data costs are a lot higher (and users have, on average, lower incomes). Facebook offers its employees super-slow internet connections every Tuesday, to help them understand what it's like for many users in emerging markets. By using AMP, publishers can employA caching techniques to essentially pre-fetch and store a web page so it's loaded on to a user's device before they even click on it. They also need to implement ads and analytics in order to monetize the content and to understand what their readers like and dislike. With Accelerated Mobile Pages, we want to support a comprehensive range of ad formats, ad networks and technologies.
It's a similar sell to the recent launch of Apple News and Facebook Instant: partner with us and we will improve the mobile content experience by reducing page load times and helping you out with distribution.
Publishers have voiced concerns about ceding over control of their audience and their data to tech companies.
A big requirement that comes from these publishers [when moving to new platforms] is that they do not sacrifice their first party audience and analytics data. It’s led to an ad-blocking boom, boutique speed-boost solutions from Google and Facebook, and now, a system from MIT that its creators claim trims page-load times by up to 34 percent. More over, many of these items are interdependent, and your browser can waste precious seconds deciding in which order it should load which parts, and why. It maps all of these dependencies, enabling objects to download in a streamlined fashion, and cutting back on the number of times a browser has to cross a mobile network to fetch more data.
That means it could hypothetically work on any site, in any browser, through however many software updates.


Being able to promise up to a third increase in speed may be enough to prompt more than a few converts.
Pages that previously took three seconds to load will take milliseconds, according to one of the initial AMP partners, news app Nuzzel. The first version of the specifications focuses on basic pages that include photos, animations, and "smart ads," which take less time to load. GoogleA says no commercial transaction takes place between partners and it's not aiming to collect reams of audience data from publishers, but that the project simply aims to improve the mobile web experience.
The Accelerated Mobile Pages Project provides an open source approach, allowing publishers to focus on producing great content, while relying on the shared components for high performance and great user experience. So as part of this effort wea€™ve designed a new approach to caching that allows the publisher to continue to host their content while allowing for efficient distribution through Google's high performance global cache. Any sites using AMP HTML will retain their choice of ad networks, as well as any formats that dona€™t detract from the user experience.
The chief marketing officer of the UK's biggest newspaper publisher News UK last year compared Facebook Instant to a "tax on navigation" and a "tax on audience."A Nevertheless, dozens of big name publishers have signed up to both Facebook Instant and Apple News. We use it in everything from Google News, to Search a€” Google lives on the web and we really want the web to work great for our users. But built in as standard to AMP is what is known as an AMP pixel standard so that tracking [from third parties] can be redirected with no impact on performance and user experience. The key isn’t how much comes through the transom, but how many trips it takes to get it there. When downloading one object requires fetching even more objects, that’s known as a a dependency.
On the other hand, the more ubiquitous Polaris is on the browser side, the more likely websites will be to go through the trouble of integrating it.
The initial technical specificationa€”developed with input and code from our partners in the publishing and technology sectorsa€”is being released today on Github. Our mission from the very beginning is to focus on the user, it's one of our founding principles.
Wea€™ll work with publishers and those in the industry to help define the parameters of an ad experience that still provides the speed wea€™re striving for with AMP. Frankly, on the mobile phone today, the web isn't performing like the rest of the internet. We love the web, the openness of the ecosystem has allowed all sorts of companies to grow, and publications to come online, and knowledge interchanges at a pace that was never happening before. It really is a powerful force for good, but it has to live up to the performance expectations users have today.
There's nothing inherently broken about the web today from a technology perspective, but it's really hard to make content work really well.



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