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In Search of Speed, Google Wants to Kill JPEGs

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At times, it looks like all Google thinks about is speed, speed and more speed. There was Chrome, advertised as the world’s fastest browser, Google Instant, which promises faster searches, and now Google wants to kill off one of the most established digital image formats around—the JPEG.

Google has developed its own image format, WebP that “promises to significantly reduce the byte size of photos on the web, allowing web sites to load faster than before”, product manager Richard Rabbat wrote in a blog post.


According to Rabbat, JPEG is old hat. The format was established over a decade ago and is “based on technology from around that time”, he writes.

Through WebP, which uses a new compressor, images are downsized by an average of 39% without a perceptible loss in visual quality, Google claims; and it put up this gallery comparing the two formats.

What do you think? Can this be the new web standard for images?

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