Google Official BlogToday’s mobile web is besieged by a paradox. We've entered an age where information can be accessed easier than ever, yet websites have grown in size and are often weighed down by ads, hefty graphics and third-party code, resulting in slow-loading pages. The result? This frustrating experience often causes many would-be viewers to close the window before they even fully enter a site.

Google has unveiled a plan to fix this with the introduction of a new open source initiative it calls the Accelerated Mobile Pages project, or AMP. Announced on Google's blog today, the purpose of the effort is to develop a framework that will improve the functionality of the mobile web, creating a better experience for publishers, search engines (like Google), and ultimately, users. Google hopes the project will ensure content — video, graphics, text, ads — loads smoother and faster when accessed via mobile devices.

The project will rely on existing web design technologies to development a framework that will allow websites to build “light-weight webpages,” according to the Google blog. Google products such as Google News will eventually be integrated into these pages.

Almost 30 publishers have signed on to collaborate in the project so far, including Twitter, Pinterest, WordPress, Mashable, Vox, BuzzFeed and LinkedIn.