Google continues to work on its own clone of Snapchat Discover, Instagram Stories and the likes, and has now committed to pay publishers for their participation, according to a Recode report. Some users may be able to test the new product as early as this month, according to the report.
The Wall Street Journal was first to report earlier this summer that Google is working on a project called Stamp, which is based on the company’s mobile-friendly publishing initiative AMP. From what we know, Stamp is essentially a slideshow format, likely heavy on images and short videos, and similar to Snapchat Discover or Instagram Stories.
Stamp stories would appear within mobile search results, but could also get integrated directly into publisher websites. Apparently, Google has no plans to sell its own ads against this content at launch, but instead is letting publishers keep 100% of their ad revenue.
Participating publishers include CNN, Conde Nast, Hearst, Mashable, Mic.com, the Washington Post, Time Inc. and Vox Media, according to Recode. Some of the publishers are reported to have hired multiple staffers for the effort. Google is apparently footing the bill for this because it plans for a slow roll-out: Initially, the company aims to only show the new format to 2 percent of its users.