In response, Google public search liaison, Danny Sullivan, said AMP is not required for pages to rank better in search results.Īs we've explained many times before, AMP didn't and doesn't cause pages to rank better in Search. It also allows Google to require pages to be built in ways that benefit Google’s advertising systems.”ĭuckDuckGo highlighted similar points and said that AMP helps the search giant “further entrench its monopoly.” “AMP encourages more of the Web to be served from Google’s servers, under Google’s control and arbitrary non-standards. It also emphasized that the framework is designed to push Google’s control over the web: 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.īrave came out swinging against Google’s AMP technology, describing it as harmful to user privacy and bad for security. NEW: our apps & extensions now protect against Google AMP tracking. The firm said it’s working on porting these functions to its iOS browser at the moment.Ī day later, privacy-focused search engine DuckDuckGo posted on Twitter that its apps and extensions will redirect users to publishers’ non-AMP pages when they click on links in search results. The feature is available in Nightly and Beta versions of the browser, and will be enabled by default in the upcoming 1.38 Desktop and Android versions. So what are Brave and DuckDuckGo doing?Įarlier this week, Brave published a blog post saying it’s releasing a new feature called De-AMP that’ll redirect you to the publisher’s original page, instead of an AMP-based link. 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.
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