The new program is called Accelerated Mobile Pages and 30 different publishers are participating in he closed beta program. Accelerated Mobile Pages aims to dramatically improve the performance of the mobile web. Google wants webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. There are a number of benefits with the Accelerated Mobile Pages program that the established players in the industry can’t match. Google wants help in defining exactly what publishers need by their closed beta program.