Google is expected to unveil its Accelerated Mobile Pages this week when it reportedly will begin displaying AMP sites in its search results beginning February 24, according to Ad Age. 

The publication reported that The Wall Street Journal, BuzzFeed and The Washington Post are among those who will have AMP sites ready.

When Google first announced the open source initiative last fall, it said AMP would dramatically speed up and improve the performance of the mobile web. For publishers, faster loading times typically yield more viewers. With the increasing use of mobile for news, social media platforms such as Facebook's Instant Articles and Apple News are attractng readers, in some cases or stories more than media links. Publishers have been seeking broader access to such platforms.

Days before Google'e expected launch, Facebook disclosed that it would open its Instant Articles to all publishers in April.  Facebook and Apple News both had involved partnerships with users. In contrast, Google is allowing any publisher to use its AMP. If you're interested in AMP, take a look at the tutorial to learn about it and how to how to create an AMP page.

For an assessment of AMP from a marketing perspective, Rebecca Sentance has written a helpful piece in Search Engine Watch. 

More about Instant Articles here.