And no, that’s not a misspelling of “app”...it’s an acronym for Accelerated Mobile Pages. As you may have noticed, there’s a little problem with the mobile web... You click a link on your smartphone, eager to consume the content... What shows up is a spastic jumble of jerky images, videos and ads as the page loads...eventually...if you care to wait. (40% of people bail after three seconds.) Google’s new AMP Project aims to fix that. “AMPed” pages load almost instantly with a simple, easy-to-consume format. To see it for yourself, pull out your smartphone and visit g.co/ampdemo.