Following the suite of Brave browser, DuckDuckGo announced it will de-AMP websites that Google shows in its results.
This is to keep the user’s privacy intact, as the AMP version collects more data than usual and sends it directly to Google. As it’s not a user-first web method, both Brave and DuckDuckGo have now pledged to show users the original version of pages, instead of Google’s AMP version.
Dumping Google’s AMP Webpages
Google is already tangled with a lot of controversies around privacy and data security. Some of these are indirectly linked to its monopoly status in the search and display ads market and are facing a bunch of lawsuits around the world on this.
One among them is the enabling of AMP (Accelerated Mobile Pages) technology to websites, promising to create “user-first experiences” on the web. But, many have complained that this would make Google stronger with excessive data collection, as all the embedded analytics of an AMP webpage are directly accessed by Google.
We’re rolling out De-AMP, which allows Brave users to bypass Google-hosted AMP pages and instead visit the content’s publisher directly. AMP pages harm users’ privacy, security, & Internet experience, & help Google further control the direction of the Web. https://t.co/6O3rKJ1EWo — Brave Software (@brave) April 19, 2022
