Brave and DuckDuckGo removing AMP by default


Michael Tsai:

Brave (via Tim Hardwick):

Brave is rolling out a new feature called De-AMP, which allows Brave users to bypass Google-hosted AMP pages, and instead visit the content’s publisher directly. AMP harms users’ privacy, security and internet experience, and just as bad, AMP helps Google further monopolize and control the direction of the Web.

DuckDuckGo (via Kim Lyons):

NEW: our apps & extensions now protect against Google AMP tracking. When you load or share a Google AMP page anywhere from DuckDuckGo apps (iOS/Android/Mac) or extensions (Firefox/Chrome), the original publisher’s webpage will be used in place of the Google AMP version.

I see marketers making the switch to AMP to rank better on Google, whereas those who care about user privacy end up being penalised. Even if there is no actual penalty, ranking AMP better in search is already penalising pages not served in AMP.

Kim Lyons on the Verge

Google spokesperson Lara Levin said in an email to The Verge that the allegations about AMP were “misleading and repeat a number of false claims.” AMP, she added, is an “open source framework that was collaboratively developed with publishers, tech companies, and Google as a way to help web content load faster” that lets publishers and websites “easily create great web experiences.”

While Google Search does not rank a page better just because it is AMP, it lets Google know that the page is more reliable. AMP pages score better in Core Web Vitals metrics and this help them rank better in search results.


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