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Google to bring interactive content and automatic updates to Gmail

14 February, 2018, 19:23 | Author: Kristen Ingram
  • AMP Gmail

Google has launched AMP Stories, a feature that lets publishers create content similiar to Instagram Stories, but for mobile websites. We look forward to seeing more of this new look for AMP, including the Gmail version, as it rolls out throughout the year. But there's a downside as well, that can't be ignored.

Google is not planning to wipe out all ads from Chrome, just ones that are considered bad using standards from the Coalition for Better Ads. In a sense, it's exactly like Google Search, but the underlying pages are mobile-optimized, really fast and use a fraction of the data and bandwidth that normal web pages would.

At launch, AMP Stories is still a work in progress. At a later point, Google plans to bring AMP stories to more products across Google, and expand the ways they appear in Google Search. Now AMP isn't only focused on mobile webpage speed, but also getting users to interact with content in an email, when they otherwise wouldn't have been inclined to click an outbound link. "The mobile web is great for distributing and sharing content, but mastering performance can be tricky", said Google. However, developers can access the feature right now via a developer preview.

"AMP stories provide a mobile-first experience for storytelling that digital news publishers can publish on their own sites and can easily distribute across the open web", said Rudy Galfi, Product Manager for AMP at Google. Thankfully, AMP for Email is an open spec which means that other email clients will be able to incorporate the technology too, so there will be no lock out if you use an alternative email client.

Your email is about to come a whole lot more interactive - or a whole lot more annoying, depending on how you look at it - with Google baking AMP into Gmail. With AMP for Email, though, they simply send an email asking for the other person's availability, and the two will be able to coordinate on a form within the email-they won't need to be redirected to another webpage. Executed in an Instagram-like Stories format, AMP is essentially a visual search experience that brings up relevant content around your search term. Today, Google announced an extension of the AMP program to include another popular communications medium.

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