Accelerated mobile pages (AMP) is Google’s open-source project, already used by publishers around the world, that aims to bring mobile web page load times closer to instantaneous. Starting Thursday, Postmedia — Canada’s largest newspaper company — will begin using the technology on publications in most of the markets in which it operates.

AMP uses lightweight HTML code and more effective use of cloud-base storage to handle content such as images, animations and videos.

“It satisfies both the publishers and the readers,” said Josh Merchant, vice president of product at Postmedia. “In testing, we’ve seen about a 15 per cent drop in bounce rates (users leaving after just one page) as well as a 60 per cent reduction in page load times.”