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Brave kicks off Accelerate Mobile Pages (AMP)

by on20 April 2022


De-AMP

Browser Brave is trying to kill off Google's Accelerate Mobile Pages (AMP) using a new feature called De-AMP.

De-AMP bypasses any pages rendered with AMP and take users directly to the original website instead.

"Where possible, De-AMP will rewrite links and URLs to prevent users from visiting AMP pages altogether… if that's not possible, then "Brave will watch as pages are being fetched and redirect users away from AMP pages before the page is even rendered, preventing AMP/Google code from being loaded and executed," Brave blogged.

Brave is the latest to think that AMP is harmful to users and to the Web.

“AMP helps Google further monopolise and control the direction of the web and the next iteration of AMP "will be even worse."

AMP is touted as a way to improve the mobile web experience by loading pages faster. But Google uses it to increase its hegemony in the internet ad market by hosting content on its own servers.

Already publishers recently announced they were moving away from AMP and accused Google of running a monopoly that harmed ad-industry competitors and publishers.

Brave promises "the best privacy online" with its browser, so of course attacking Google is part of its business strategy.

Despite its efforts, though, it lags well behind most other browsers in mobile market share, sitting in the "other" category behind Internet Explorer on Statcounter. De-AMP is now available in beta and "will be enabled by default in the upcoming 1.38 Desktop and Android versions, and will be released on iOS soon after," Brave said.

 

Last modified on 20 April 2022
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