De-AMP is currently being rolled out to Brave's Nightly and Beta releases and will be enabled by default on the browser's desktop and Android builds with version 1.38. In a bid to boost user privacy, the company has announced a new feature called De-AMP, which it notes will rewrite links and URLs to prevent users from ending up on AMP pages altogether.īrave also says that in some cases, Google's AMP pages load slower than the actual website. Meanwhile on the user end, AMP serves as another way for Google to track visitors, which Brave says is harmful for them and the Web at large. Pitched as a way to enable faster load times on mobile along with increased exposure in search results for businesses and publications, the tech ultimately gives Google more control over how web pages are rendered, including their ad/monetization systems.
Google has long been accused of using AMP to further its dominance on the web.
Now, Brave browser and DuckDuckGo have announced measures that will block Google's AMP version of a website and will instead load the original page. However, there have been quite a few strings attached with this tech, for both the owner/publishers of websites and their visitors. In context: Google originally came up with Accelerated Mobile Pages (AMP) framework to help websites load faster on mobile.
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