Google has announced it is piloting a programme called Accelerated Mobile Pages that allows users to search for news and pull up a host of articles from publishers instantly.
Publishers have been struggling to get their web-based content to load as seamlessly as it does inside their own apps.
For example, 60% of The Washington Post's audience comes through mobile devices, said Cory Haik, executive director of the publisher's emerging news products, speaking on a panel about the Google program.
Twitter Inc is one of the partners piloting Google's Accelerated Mobile Pages project and plans to link to it through its own app, Michael Ducker, product manager at Twitter, told the panel.
While Accelerated Mobile Pages will not be immune to adblockers, Google and publishers say the new format will lend itself to a more consumer-friendly ad experience where ads load instantly.
