Google acquires Relay Media to convert ordinary web pages to AMP pages

Amp pages, Relay Media

Google’s collaborative project to speed up the loading time for mobile web pages — is getting an interesting acceleration of its own today. Relay Media, a company founded by an ex-Googler that had developed technology to help covert web pages to the AMP pages, accelerated mobile pages, has been acquired by Google.

Relay Media announced the news on its home page, to its customers (one of whom, Russell Heimlich, lead developer at Philly blog, tipped the news), and on its LinkedIn page.

Google may be closing down Relay Media as part of the deal but will continue to operate the service as the tech is transferred to Google’s platform. New-publisher onboarding will be put on hold for the time being, it seems.

“We’re excited to announce that Google has acquired Relay Media’s AMP Converter technology,” the company writes. “Service for current customers will continue uninterrupted as we transition the Relay Media AMP Converter to Google’s infrastructure. We’re pausing new publisher onboarding as we focus on the integration effort.”

It may possibly become Google Accelerated mobile pages.

Read: Google adds ‘fact check’ to global search results to curb fake news

“There’s no detailed roadmap for how the Relay Media AMP Converter may evolve over time, but we can assure you that if there’s a material change, you’ll get at least 90 days advance notice so that you can plan accordingly.” Those who continue to use it are now subject to Google’s terms of service and privacy policy.

Originally aimed at publications on the web, AMP has more recently extended to e-commerce and other kinds of online content. Google earlier this year said Accelerated mobile pages was used on more than 2 billion pages covering some 900,000 domains.

The promise of AMP pages is that pages using the coding can load twice as fast as regular pages, leading to less impatient abandonment by those trying to visit them.

Relay Media CEO and co-founder David Gehring has been involved in the AMP Project since its inception as an effort of the Digital News Initiative (DNI), a collaboration between Google and a group of leading European news publishers. Gehring is a veteran of Google’s partnerships team and of The Guardian, and continues to advise the founding European DNI publishers on a range of economic and digital platform initiatives.

Relay launched its AMP-centric startup and business in May of 2016.

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