The type of advertising that might be featured in Stamp articles is still being figured out, according to sources familiar with the program.
Google Stamp feature is used to represent articles and news from publishers in the form of a mobile magazine.
The tech giant is reportedly in talks with Vox Media, CNN, Mic, the Washington Post and Time Inc., to become part of the project expected to be officially announced this week. The AMP has allowed Google to develop relationships with publishers and it will use those relationships for Stamp.
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Stamp is Google's first overtly Snapchat-like technology and could be appealing to publishers for a number of reasons, including that content is likely to be tied to Google search and accessible via a publisher's own digital properties. The move is consistent with Google's focus on the open web. Snap is competing with Facebook (FB), Alphabet's (GOOGL) Google, Twitter (TWTR), and Verizon's (VZ) AOL and Yahoo for the attention of advertisers. Reports claim that Google tried to acquire Snap previous year and given the concerns the company inflated some numbers, Google may have dodged a bullet. The instant photo and video sharing feature was lauded by many, and soon others started copying it.
Snapchat should be happy that Google and Facebook are both mimicking its features, but that's not necessarily a good thing. Snap's ability to push media content to younger users is a big value proposition of the app. For example while Apple did not invent tablets, they certainly helped popularize it, along with features like the fingerprint scanner, so it doesn't really come as a surprise to learn that Google might want to "borrow" some features from Snapchat as well. The increased competition has made some investors question its ability to continue to grow.