Content discovery platform has announced support for Google AMP following collaboration on the open source initiative.

Since October last year, the two companies have been working together to integrate the technology into the Outbrain recommendation widget.

Accelerated Mobile Pages improves performance of web pages on mobile by speeding up loading times and the Outbrain integration will help partners better monetise their pages.

Outbrain says much higher content consumption and significantly reduced bounce rate will be among benefits, resulting in "significant savings" in advertising revenue for publishers.

Outbrain's Sigrid Kirk says the mission is to delight users with interesting and relevant content: "As such, we will continue to perfect the AMP technology with the support of Google," she says. "This means we can now reach mobile users even faster with our content recommendations. It also means that we distribute more content in a shorter timeframe, therefore increasing consumption. And that in turn represents bigger monetisation opportunities for premium publishers in our network."

More than 30 publishers globally are currently testing Outbrain AMP into their mobile sites to track performance and stability. Others have completed the testing phase and have already gone live, including India.com, Business Standard and IBNLive.com in India.

• Outbrain has appointed Neeraj Singhal as director of amplify sales as the company works to match the "incredible" pace of India's content marketing take-up.

His appointment comes as India prepares for robust infrastructure and digital capabilities development under prime minister Narendra Modi's digital India initiative.

Singhal brings nearly 12 years of experience cross the media and ad-tech space, having previously worked at Komli Media, Religare Technologies, the Times of India Group, and Lime Labs. Prior to joining Outbrain, he was with Viacom18, where he was responsible for digital media adverting sales revenues across the organisation's five networks - Nickelodeon, Vh1, Comedy Central and MTV.