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Google Invented A Way To Shrink JPEGs By 35% To Make Websites Load Faster

Websites have changed an awful lot in the past seven years. At the start of this decade, the average web page you viewed was pretty small -- somewhere around 700 kilobytes. Today, that number is significantly higher. Some estimates put it up around 2300 kilobytes. That's why Google is introducing a new software "shrink ray." Their target: JPEG images.

Over the years Google has developed a number of technologies to counteract the ever-increasing size of web pages. In 2010, for example, it introduced WebP, a new format that offered better compression than JPEG. WebP still hasn't been widely adopted, however. Take a close look at most of the websites you visit and you'll see that they still lean pretty heavily on JPEG, GIF, and PNG images.

Fair enough, Google said, and they started cooking up another way to put the squeeze on web pages. This week they revealed Guetzli, a new JPEG encoder that can shrink file sizes dramatically without sacrificing the quality of the original image. How dramatically? Google says that it can reduce the size of a JPEG image by as much as 35%

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