If the majority of the article reading that you do is from your mobile device, and let’s face it, for most of us, it is — than you are not immune to the death-to-your-own-curiosity that is the slow load. I know that if I click on an article that has piqued my interest, if that content does not load with lightning speed and void of annoying pop-up ads, than I am out. While I might be a tad picky on the type of user experience I am expecting, I am certainly not alone, and mobile-conscious businesses, like Google and Facebook, see that. This eagerness to improve mobile user experience is something that Facebook and Google, specifically, have taken on over the course of 2016. For Facebook, it has led to the creation of something called Facebook Instant Articles (IA), and for Google, that is Google Accelerated Mobile Pages (AMP). Essentially, both have the same end goal, to provide near-instant load time for articles accessed from their server.