Google is Putting Stories on the Mobile Web

Google search on mobile

Similar to Snapchat's Stories or YouTube's Reels, Google's AMP stories are optimized for mobile viewing, as they condense text to a series of interactive, animated images and videos.

Accelerated Mobile Pages (AMP) are designed with HTML tags that optimize mobile content delivery. We look forward to seeing more of this new look for AMP, including the Gmail version, as it rolls out throughout the year.

As of now, AMP Stories does not allow advertising to be incorporated. Furthermore, in typical Google fashion, this technology is completely open-source so it's likely that we'll see further AMP improvements added in by other developers over time. And modernizing email with AMP could have some interesting effects. Google said it plans to expand the format over time, surfacing AMP Stories in more of its products. The format is free and open to use.

With AMP for Email, Google says users will be able to quickly take actions like submit an RSVP to an event or schedule an appointment or fill out a questionnaire right from the email message. If you're a publisher and want to add the format, follow this link. Because these AMP stories live separate from regular posts, Google will likely give publishers another means of pinging it when new stories go live. "Our team can easily create handsome, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith.

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He said the software will make Gmail more user friendly: "With AMP for Email, it's easy for information in email messages to be dynamic, up-to-date and actionable". 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. But instead of your friends' photos popping up, you'll find content from trusted publishers.

By putting applications into Gmail, Google gains access to even more user data about the viewer that can and will be used for ad-serving purposes.

According to the post, Pinterest, Booking.com, and Doodle are already working with AMP for Email.

'For example, imagine you could complete tasks directly in email.

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