publishing technology: Here’s why wants media companies to create stories like Snapchat’s ‘Discover’

The parent company of Google, is working on the development of technology that will enable media companies to create stories similar to those found on Snapchat’s “Discover” platform

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The parent company of , Alphabet Inc is working on the development of technology that will enable media companies to create stories similar to those found on ’s “Discover” platform, said media reports. Quoting a source, multiple reports suggest that project is dubbed as “Stamp” and it is in the early stage of testing with some publisher.

In a growing news segment, companies like Facebook, Snap Inc and Google itself is trying to build publishing tool for media firm hoping to fill their own apps with news, entertainment, sports and other content. According to reports, the challenge for such tools is making them faster and easier to use than a web browser, while creating an interesting experience for users. Snapchat’s “Discover” tab is distinct in the way it integrates video clips with text and photos, allowing users to skip to a new story or advertisement with the touch of a finger.

Last week, The Wall Street Journal reported that Google has been in discussions with several publishers, including Vox Media, Time Warner Inc’s CNN, Mic, the Washington Post and Time Inc to participate in the project.

However, when asked Google did not disclose anything. It said in a statement: “We don’t have anything to announce at the moment but look forward to sharing more soon.” The name Stamp echoes an existing Google product, Accelerated Mobile Pages, or AMP, that allows for faster loading of online news stories. Facebook has a competing product, Instant Articles.

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