Duckduckgo vs brave browser6/19/2023 ![]() While the Big G has always held the stance that AMP makes page loading faster, critics have said that there are simple ways, like tuning your website, to serve up pages more quickly without resorting to a whole new protocol. Last year, Google issued an update to its page ranking algorithm saying AMP pages won’t get preferential treatment. Notably, last year, Twitter stopped sending users to AMP pages when they clicked on links on the platform, instead redirecting them to the native or mobile versions of those pages.ĪMP was also a point of discussion in a 2020 anticompetitive lawsuit with the plaintiff arguing the tech makes it harder for publishers to participate in ad auctions on non-Google platforms. In the past few years, publishers have started moving away from AMP. Over the years, AMP has faced a lot of criticism, including concerns over Google tightening its dominance over the web and reduced ad revenue for the original publisher as it didn’t allow customized ad units, sponsorships, or pop-up ads. While Google had said an open-source group is in control of the standard, it was always touted as the standard to compete against Facebook’s Instant Articles and Apple News. It used cached copies of pages stored on CDNs (Content Delivery Network) to quickly bring up the page when a user tries to access it. The company said it’ll “dramatically improve the performance of the mobile web.” Google first introduced AMP in 2015 with an aim to make pages and articles load faster on mobile. ![]() In this story, we’ll break down what AMP is, and why Brave and DuckDuckGo are going on an offensive against it. ![]() ![]() That sounds important - and it is - but what does it mean for you? In the last few days, both the Brave browser and DuckDuckGo search engine announced features that actively block or bypass pages hosted on Google’s Accelerated Mobile Page (AMP) protocol.
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