This page appears largely as it would on the mobile web, but has been cached by Google and its code stripped down, meaning it loads almost instantly from search results. Google has also designed the technology so editorial content will always load before ads, and ads won’t automatically re-size themselves as you scroll. It should in theory provide a faster, cleaner reading experience. The service is expected to go live early next year, but can be trialled at g.co/ampdemo on mobile browsers. Searching "Telegraph" for example, will load up a carousel of news stories, which can be clicked on and swiped through. AMP could also be a genuine alternative to blanket ad blockers which threaten the primary business model of pretty much every news journalism website. Tools like AMP and Facebook Instant Articles should provide much the same service as an ad blocker - speedy access to content and slimmer data sizes of web pages.