Instagram-Like Stories Coming to Google

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This enables them to be indexed by Google Search on mobile and rendered instantly, but it also means publishers will have to host each AMP story on their own site.

The Accelerated Mobile Pages Project (AMP) was launched in October 2015 to improve the performance of the mobile web.

Ads are not yet available on the new format, but plans for them are in the works, says a spokesperson for Google, adding that additional details regarding advertising in AMP Stories should arrive in the coming weeks.

The AMP extension in question is simply called Stories.

In a separate news, Google is also testing a new Reply app that will automatically generate smart replies for all the apps in notification. The company is introducing Snapchat-like Stories format for news within Google Search in partnership with the world's leading media publications, including CNN, Conde Nast, The Washington Post, Vox Media, and others. You can browse, interact with content, do RSVP, fill out forms, and much more-all without leaving your Gmail. But, AMP Stories would be meaningful, professionally developed content as opposed to Snapchat's and Instagram's user-generated content. It's a "moble-focussed format for developing news and information as visually rich, tap-through stories".

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"Because AMP for email is an open spec, we look forward to seeing how other email clients will adopt it, too", added Sahney.

Google has announced it is bringing its (AMP) technology to in order to make emails a lot more engaging and interactive.

With AMP for Email, developers can embed constantly-updating widgets and include actionable functions in emails. No one cares. No one is being inconvenienced by this aspect of email (inbox overload is a different problem), and no one will gain anything by changing it. Instead, more dynamic content will be available within the mail itself.

The specification has been launched with, Sahney claims, interest from companies including Pinterest, Booking.com, and Doodle, while actual integration for end users will arrive in an update to Gmail scheduled for later this year.

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