For Google, this is a competitive necessity. Facebook has improved the speed of stories in its walled garden with Instant Articles. Apple News provides a streamlined experience on iPhones for those who use it. Google’s turf is the web, and the company doesn’t want to lose out to more user-friendly spots outside its reach on your phone. Speed matters on mobile. Google wants to make sure you know it serves up stories just as fast as everywhere else.
Google vs Facebook vs Apple against the Open Web.