Brave announced that his Web browser will now allow users to bypass Google-hosted AMP pages, which it claims are harmful both privacy and the state of the web.
The new De-AMP feature will instead direct viewers to content hosted directly on the publisher’s website, minimizing opportunities for further tracking and interference.
Not to be outdone, rival privacy software Company DuckDuckGo rushed to Twitter to reveal that its apps and extensions now offer similar functionality, but implementation details are still unclear.
Google’s AMP issues
Launched in 2015, AMP (short for Accelerated Mobile Pages) is a system where simplified versions of trending web pages are preloaded and served through Google. waiters.
When AMP was first announcedGoogle said it believes the system will help ensure that rich web content, such as video and animation, loads quickly and behaves consistently across platforms, improving the web experience. .
However, the program has come under fire from publishers and privacy advocates, who say AMP gives Google even more signals to gobble up to support its digital advertising business, creates confusion. as to the source of information and obliges publishers to build their websites to the specifications desired by Google.
“AMP harms users’ privacy, security, and internet experience, and just as bad, AMP helps Google monopolize and control more of the direction of the web,” Brave wrote, in a blog post.
And in a Twitter feedDuckDuckGo offered a similar rationale for its decision to oppose the initiative.
“AMP technology is bad for privacy because it allows Google to track users even more,” the firm said. “And Google is using AMP to further entrench its monopoly, forcing the technology on publishers by prioritizing AMP links in search and favoring Google ads on AMP pages.”
Since the launch of AMP, a number of publishers (including Future plc., parent company of Tech Radar Pro) dropped out of the system. And now, browser vendors like Brave and DuckDuckGo are offering their own tools to help web users bypass AMP altogether.
“Where possible, De-AMP will rewrite links and URLs to completely prevent users from visiting AMP pages,” Brave explained. “And in cases where that’s not possible, Brave will monitor page fetching and redirect users away from AMP pages before the page is even rendered, preventing AMP/Google code from loading and executing.”
Brave’s De-AMP feature is now available in the Nightly and Beta builds of its browser and will be enabled by default in the next full public release. Tech Radar Pro awaits further details on DuckDuckGo’s efforts.