Google acquires Relay Media’s AMP Converter tech in big mobile push

Google has acquired Relay Media, a company founded by an ex-Googler that had developed technology to help covert web pages to the AMP format.

The news was announced by Relay Media on its homepage, and on its LinkedIn page. “We’re excited to announce that Google has acquired Relay Media’s AMP Converter technology,” the company writes. “Service for current customers will continue uninterrupted as we transition the Relay Media AMP Converter to Google’s infrastructure. We’re pausing new publisher onboarding as we focus on the integration effort.” There hasn't been any announcement from Google's side as of now.

Relay Media is expected to ramp up Google's (Accelerated Mobile Pages) AMP project meant to speed up the loading time for mobile web pages. The firm helps publishers to convert web-based content to AMP content easily while maintaining a higher degree of consistency with the publisher’s general branding and other services. This will, of course, help Google too to offer a richer all-round AMP experience as it makes a lot of revenue from mobile search.

Relay Media CEO and co-founder David Gehring has been involved in the AMP Project since its inception as an effort of the Digital News Initiative (DNI), a collaboration between Google and a group of leading European news publishers.