Google is making email more interactive and fluid

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AMP Stories largely resemble the concept Snapchat offers with its Discover tab.

Google on Tuesday announced a new way to share and view stories in its search engine.

With AMP for Email, it's easy for information in email messages to be dynamic, up-to-date and actionable. With more rich content, Google can theoretically deliver more details to its ad network and keep an eye on the activity of its users. It remains to be seen whether the Google AMP stories advertising capabilities will be complete enough to warrant publishers embracing the format, but there are already some major companies that are willing to give it a try.

Google Inc.is expanding the capabilities of its open-source Accelerated Mobile Pages framework that's created to make mobile web pages more interactive and faster to load. For example, Google aims to open AMP stories to all other publishers, but there are no tools developed for that yet.

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Publishers involved in the early development of the AMP Stores format include CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post.

However, the integration of AMP content inside email may lead to a rise in phishing attacks. They appear in Google Search as Snapchat Stories-like carousels of content including top-10 lists, moving images, and other "visually rich [ways] of storytelling", Google says.

Word of Google's AMP Stories project first leaked out last summer. However, when users scroll down, they should be able to find the new "Visual Stories" section, as pointed out by 9To5Google. Based on a diverse architecture using Javascript, HTML and open source technologies, AMP is created to serve up mobile-optimized content (and ads) with minimal data requirements on mobile networks. Content publishers will need to create content specifically for this format and can not just rehash their normal stories. Eliminating the need to open up a browser (if you're using the Gmail app) or to open a new tab, AMP for Gmail speeds up the user experience by allowing everything to happen in one place.

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