Brave announced a new feature for its browser on Tuesday: De-AMP, which automatically skips any page rendered with Google Accelerated Mobile Pages Framework and instead takes users directly to the original website. “Where possible, De-AMP will rewrite links and URLs to prevent users from visiting AMP pages altogether,” Brave said in a blog post. “And in cases where that’s not possible, Brave will watch as pages are fetched and redirect users away from AMP pages before the page is rendered, preventing AMP/Google code from loading and executing. ”.
Brave framed De-AMP as a privacy feature and didn’t mince words about its stance toward Google’s web version. “In practice, AMP is harmful to users and the Web in general,” Brave’s blog post said, before explaining that AMP gives Google even more insight into users’ browsing habits, confuses them and can often be slower than normal web pages. And he warned that the next version of AMP, until now called AMP 2.0, will be even worse.
Brave’s stance is particularly strong, but the tide has turned harsh against AMP in recent years. google originally created the frame to simplify and speed up mobile websites, and AMP is now managed by a group of open source contributors. It was controversial from the start and it smelt to some like Google trying to exert even more control over the web. Over time, more businesses and users became concerned about that control and chafed at the idea that Google would prioritize AMP pages in search results. Plus, the rest of the internet eventually figured out how to make good mobile sites, which made AMP, and similar projects like Facebook Instant Articles, less important.
a number of popular apps Y browser extensions make it easy for users to skip AMP pages and, in recent years, publishers (including the edge parent company Vox Media) have stopped using it altogether. AMP has even become part of the antitrust fight against Google: an alleged claim that AMP helped centralize Google’s power as an ad exchange and that Google made non-AMP ads load more slowly.
Still, no one has gone after AMP as hard as Brave. De-AMP is somewhat reminiscent of Mozilla Facebook Container Extension, which he created in 2018 as a way for Firefox users to prevent Facebook from tracking them on the web. It is a value statement in the form of a new feature. Google has also been a target for Brave for years; Brave has posted blogs complaining about Google’s privacy features and even went as far as build your own search engine. Brave has long been promoted as a browser that prioritizes privacyso Google is a logical villain to choose.
Of course, for all Brave’s bravery and development, it only has a small slice of the browser market, and Chrome continues to dominate. So no matter how much of the internet turns against it, AMP won’t die until Google takes it down.