#Google “AMP”

Brave Software, Inc., the company behind the free and open-source web browser Brave, has launched a new feature in its browser called De-AMP, which allows Brave users to bypass Google-hosted AMP pages, and instead visit the content’s publisher directly. AMP stands for Accelerated Mobile Pages and was originally created by Google as a competitor to Facebook Instant Articles and Apple News. AMP gives Google an even broader view of which pages people view on the Web, and how people interact with them. AMP encourages developers to more tightly integrate with Google servers and systems, and penalizes publishers with decreased search rankings and placements if they don’t, further allowing Google to track and profile users. Users think they’re interacting with the publisher when in actuality the user is still within Google’s control. AMP encourages more of the Web to be served from Google’s servers, under Google’s control and arbitrary non-standards. It also allows Google to require pages to be built in ways that benefit Google’s advertising systems. AMP is one of many Google strategies to further monopolize the Web, and build a Web where users serve Google, instead of websites serving users.  Finally, AMP is bad for performance and usability. Read more in our articles including "Brave says Google's AMP pages are harmful, launches De-AMP" and "Google to develop Snapchat-like media content technology".