Both Brave and DuckDuckGo have targeted Google’s Accelerated Mobile Pages (AMP), either by blocking Google tracking or by allowing users to bypass AMP directly and visit the actual landing pages.
Brave said this week that the company is implementing a new policy, called “De-AMP,” that will rewrite links and URLs to prevent users from visiting AMP pages and instead direct them to the publisher’s site. In cases where that is not possible, De-AMP will simply step in and do the redirect itself. The new feature is rolling out to the Nightly and Beta builds of Brave and will be enabled by default in Brave 1.38 for desktop and Android.
DuckDuckGo took a similar approach. “When you upload or share a Google AMP page anywhere from DuckDuckGo apps (iOS/Android/Mac) or extensions (Firefox/Chrome), the original publisher’s web page will be used instead of the Google AMP version,” he said. the company in a statement. tuesday’s tweet.
As a publisher, a site like PCWorld.com benefits from allowing Google’s algorithms to bring a particular story to a wide audience. But the compensation is similar to how an unpaid “exposure” intern works, with someone else benefiting from her work. Since Google serves the page, it doesn’t necessarily display the publisher’s ads, stealing revenue from them, and it doesn’t include all the navigational elements a site might provide to encourage readers to dig deeper.
Browser developers like Brave also point out that serving AMP pages allows Google to host the page, format it, and decide how to frame the story. “AMP is one of Google’s many strategies to further monopolize the Web and build a Web where users serve Google, rather than websites serving users,” Brave Privacy Manager Shivan Sahib wrote. , and its senior director of privacy, Peter Snyder.
Brave’s Sahib and Snyder have also noted that AMP doesn’t serve users well either; Because the page is hosted by Google, users may be confused about the site they are interacting with. Brave has also questioned that Google’s AMP pages can load more slowly than pages from other publishers.
Google, for its part, has slowly moved away from AMP to prioritize what it calls Web Stories. In December, Google also introduced Bento, a component library that allows AMP components to be used on non-AMP pages.
In a statement, Google said it disagreed with the “accusations” made by the other companies. “These accusations are misleading, conflating several different web standards and projects, and repeating a series of false claims,” a Google spokesperson said in a statement. “AMP is an open source framework that was developed in collaboration with publishers, technology companies, and Google as a way to help web content load faster; At the time it was created, it took an average of 19 seconds to load a mobile web page on a 3G. Connection. Today, AMP continues to be a useful way for websites and publishers, especially those without large development teams, to easily create great web experiences.”
This story was updated at 5:14 pm with comments from Google.