Google Accelerated Mobile Pages (AMP), an open source initiative with the goal of speeding up the mobile web, officially launched today. The open-source program promises to reduce load times and optimize news articles for mobile reading. “An AMP page is four times faster and 10 times less data,” said Richard Gingras, senior director of news at Google, in an interview with Re/code. “It’s instantaneous. It’s there right away. And that’s really powerful.” Google reports that hundreds of publishers have already incorporated the AMP code into their articles.AMP works like this: when a user launches Google search in a mobile browser, AMP stories appear at the top of the results. They are labeled “AMP” and are designated by a green lightening bolt. Users can scroll horizontally through AMP stories and new articles will generate as they scroll. The pages are simplified, limiting things like embed codes and Flash, which can slow down load time. This could have a huge impact on publishers’ traffic as more consumers are accessing content via mobile as opposed to desktop.