Google turning on ad blocker, pushing AMP email feature

Bringing the power of AMP to Gmail - The Keyword

Alphabet Inc (GOOGL) Copies Snapchat Stories Format For News Items

To that end, Google is launching a Gmail developer preview of AMP for Email, in order to make emails more interactive and engaging. Little else has been disclosed on the website, but a few examples of AMP stories are already featured. Today Google said AMP is merely meant to make the mobile web more accessible to developers, claiming small publishers face challenges in building high-performance content.

"AMP stories are built on the technical infrastructure of AMP to provide a fast, lovely experience on the mobile web", said Rudy Galfi, product manager for AMP at Google, in a blog post. If you are not aware, AMP (Accelerated Mobile Pages) are quicker to load are targeted towards mobile users. With AMP Stories, Google is now giving users more reasons to stay on its search engine and keep on browsing.

Alphabet Inc. has recently unveiled a new feature that would allow publishers to create visual Google AMP stories in a format similar to that popularized by Snapchat and Instagram. Snapchat's VP shared his views with TechCrunch on the launch of Google's new AMP Stories.

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So far, all actionable content on email generally takes the user to a new webpage or window to complete the action, for example, newsletters.

AMP for Email will also let people get up-to-date news, weather and stock prices as well as track packages from within an individual message. And because the framework is open-source, other email clients besides Gmail will also be able to integrate the technology.

Ladies and gentlemen, meet AMP stories. While there may not be many email users who complain about sluggish rendering of their emails, Google apparently thinks that it's time for its popular email service to get an upgrade.

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However, unlike the implementations from Snapchat and Instagram, the Google AMP stories don't now allow advertising to be incorporated.

At the moment, the AMP email software has been designed specifically for companies that use email marketing to reach out to customers, but the capabilities are expected to be expanded in the coming months.

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