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The Accelerated Mobile Pages Project (AMP) is an online publishing format, originally created by Google as an alternative to Facebook’s Instant Articles. It’s a way to optimize web pages for mobile browsing using a special code–AMP-HTML.
According to Google, “The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.”