With the mobile phone dominating a large part of the internet, with an increasing interest in certain areas of the internet like multimedia and e-reading. Mobile ads are also becoming a very significant driving factor for revenue generation. Everyone is eager to cash in on this new business, and that includes Google. It was recently reported that Google is following Facebook's footsteps in serving news to consumers on their own, albeit a bit different way. The company has named their new publishing tool 'Instant Articles', and might be preparing the announcement, according to a new invite that came in. This new technology natively hosts articles directly in partnership with publishers on a news feed so that the user does not have to wait for a good 8 seconds or more as the news articles are already pre-loaded in the cache. It shows up instantly, much to the convenience of the user.
Facebook and Apple have already dived into this arena head-on, but they are doing things a bit differently, using their own formatting on each and every article, nullifying the way publishers originally planned out the article, and also hosting a formatted version of the article on their own servers, thereby reducing redirects and ultimately load times. Google is partnering with Twitter and developing an open source platform that reduces the time to load an article to almost zero seconds by pre-loading the article as a cache version. Google does not store the content on their servers and instead uses a cached version of the article. This tool will also retain the ads from the original article, making the ads more valuable as users are more likely to use this blazing fast service to read their news and articles rather than hop from site to site with a significant load time. The cached pages will also not be a branded page, and the tool will be open source so that every site can contribute and come into a partnership with Google, expanding the reach and availability.
According to an upcoming invite from Google for an event coming up next Wednesday themed "an open source initiative for the mobile Web", this announcement could very well be in cue, though its yet to be seen how the technology fares after a global launch.