Google introduces platform for multimedia content

Google wants to offer media companies a technical platform for better display of multimedia content on mobile devices. On Wednesday, the internet company presented a project designed to load image galleries, videos and graphics faster, for example. Google is relying on an open platform. The software code for the "Accelerated Mobile Pages" will be freely available. The content will continue to be stored by the media providers, but will be displayed more smoothly on the user's device using efficient caching technology. For advertising, Google wants to support various formats, ad networks and technologies.

It should also be possible to integrate subscription models and payment barriers. The business model behind the offer is still to be developed. However, Google does not want a share of advertising revenue as part of the project. According to the project website, media partners include Zeit Online, the BBC, the Financial Times, the Wall Street Journal, Buzzfeed, the Washington Post and the New York Times. Participants in the project do not receive an advantage in the display of search results, but shorter loading times could be reflected in the algorithm.

There are currently a large number of platforms from online companies for media content providers. Facebook is also courting their favor. The world's largest online network launched its "Instant Articles" service in the spring. The content is stored directly on Facebook and does not have to be loaded via a link from the media website, as was previously the case. This should reduce loading times on mobile devices. Apple launched the "News" app for media content in the USA, which also features advertising. The photo service Snapchat is also trying to offer media companies a platform. (SDA)