On Tuesday, Brave introduced De-AMP, a new feature for its browser that automatically passes over any page generated with Google’s Rapid Mobile Pages framework. And returns users to the original website. Furthermore, in a blog post, Brave stated, “Wherever possible, De-AMP will rewrite links and URLs to prevent users from viewing Google AMP pages altogether.” Moreover, “if this isn’t possible, Brave will monitor page loading and redirect users away from Google AMP pages. Before they’re even generated, preventing AMP / Google code from loading and running.”
Brave presented De-AMP as a privacy feature, and the company was open about its thoughts regarding Google’s view of the web. “In fact, Google AMP pages are bad for consumers, and the Web as a whole”. Brave’s blog post stated, before going on to explain that Google AMP pages offer Google even more information about users browsing habits, confuses users, and is often slower than standard web sites. As, it also stated that the future version of Google AMP pages, dubbed Google AMP pages 2.0 so far, will be even worse.
Although, Brave’s stance is incredibly strong, the wind has turned firmly against Google AMP pages in the past few years. Therefore, the framework was built by Google to make mobile web pages more uncomplicated to use and quicker and a team of open-source developers now maintains it. Also, it was controversial from the start, and some saw it as Google seeking to impose even more control over the internet. Over time, more businesses and individuals became concerned about that control and Google’s decision to favor Google AMP pages in search results upset them. Though, Google AMP pages and similar efforts like Facebook Instant Articles became less important. Thus, as the rest of the internet worked out how to produce good mobile sites.
AMP is harmful to users and to the web at large
Furthermore, many famous apps and browser extensions make it simple for users to bounce over Google AMP pages. Publishers (including The Verge’s parent company Vox Media), have recently moved away from using it altogether. Even so, Google AMP pages have become part of the common-law battle against Google. A lawsuit assumed that Google AMP pages helped centralise Google’s power. Hence, as an ad exchange Google made non-AMP ads load slower.
In a statement delivered to The Verge, Google spokesperson Lara Levin said that. Google AMP pages are an open-source framework and continue to be helpful to developers. Additionally, she noted that Brave’s “allegations are misleading, conflate several different web projects and standards, and repeat many wrongs.”
Still, nobody has gone after AMP quite as challenging as Brave. De-AMP is somewhat expressive of Mozilla’s Facebook Container extension. Furthermore, which was produced in 2018 as a way for Firefox users to prevent Facebook from chasing them across the web. It’s a statement of values in the form of a new feature. Moreover, Google has been a target for Brave for years, too; Brave has published blog posts fussing about Google’s privacy features and even went so far as to build its own search engine. As well as, Brave has long billed itself as a privacy-first browser, so Google is a logical villain to select.
Of course, for all Brave’s bravado and development, it holds only a small part 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 kills it. Also, Google is making some major changes for in terms of privacy as Google will kill call recording apps.