When the open-source Accelerated Mobile Pages (AMP) project was launched in October 2015, Google AMP was often compared to Facebook's Instant Articles. Nonetheless, both of the tech-giants share a common goal – to make web pages load faster. While AMP can be reached with a web URL, Facebook’s Instant Articles aimed only at easing the pain for their app-users. Teaming up with some powerful launch partners in the publishing and technology sectors, Google AMP aimed to impact the future of content distribution on mobile devices.