Google has unveiled a new project aimed at dramatically speeding up loading times on mobile web browsers, a move clearly aimed at rivalling similar services offered by Facebook and Apple, and addressing one of the major concerns raised by ad blocking advocates.

The Accelerated Mobile Pages project (AMP) provides publishers with tools that can simplify the HTML coding behind their mobile web content, prioritising loading speed so that when users search for news on Google and various other services, articles load almost instantaneously.

The AMP code, which is being made available to developers on coding site Github, also enables improved caching of content, where copies of web pages are stored for quicker access, meaning that cached pages would show more up-to-date content on developing stories.

“Every time a webpage takes too long to load, (publishers) lose a reader – and the opportunity to ear revenue through advertising or subscriptions,” said David Besbris, vice president of engineering for search at Google. “We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously.”

Along with the revelation of the technology behind AMP, Google has announced partnerships with a huge range of publishers and tech partners who will be integrating APM HTML pages, including Twitter, Pinterest, LinkedIn and Telegraph Media Group.

“Were delighted to be working with Google on the launch of AMP,” said Malcolm Coles, director of digital media at Telegraph Media Group. “It will improve The Telegraph readers experience and enhance our mobile pages which are rich with award-winning content.”

Google also addressed the concerns of advertisers, assuring them that AMP HTML will support a comprehensive range of ad formats, networks and technologies, and sites using the technology will retain their choice of ad networks.