AMP (Accelerated Mobile Pages) It’s the Google technology you’ve most likely come across without realizing it, and it’s like, like many others created by the Internet giant, its rejection by sites can be mistreated by search engine optimization algorithms. So not every site dares to do without technology, which on the other hand is perfectly integrated into content managers like WordPress, and which also has its advantages.

In fact, AMP is strictly and framework open source created to speed up the loading of websites on mobile devices, because search engines like Google or Bing, but also platforms like Cloudflare, usually cache them to handle them faster. For users, AMP pages are displayed similarly to the “reading mode” of modern web browsers, with which, for example, you can read this article in an overview and without the disturbing effects of your own web design. But not everything is as good as you might imagine.

And that’s because Google rarely does something that’s not for its own benefit, which in the vast majority of cases usually means data. Come on, Google uses AMP for good, but also for evil, to spy on its patient users a little more. This is reported by Brave Software, responsible for the Brave browser, which, among other things, accuses AMP of being a technology malicious for privacy, with poor security design because it is another tool to strengthen Google’s monopoly…

Although a poor alternative to performance and usability, two of the priori core values ​​of AMP, Brave points out that they will then announce new protection that is added to existing ones and for which users of their browsers will be able to block the use of AMP sites and further blind the internet giant. This “block” will be enabled by default from the next version of Brave, although those who wish to continue using AMP normally can disable it in the browser’s privacy preferences.

But not only Brave is against AMP. DuckDuckGo is on the same page and there is no need to deviate from what they will do, both from their browser and from web browsers for mobile and PC, which are still in development and only with the Mac version available for testing. “AMP technology is bad for privacy because it allows Google to continue to track users (which is already a ton). And Google is using AMP to further consolidate its monopoly, Enforcing technology on publishers by prioritizing AMP links in search and by prioritizing Google ads on AMP sites«, They published a few days ago on their official Twitter.

In fact, it’s not just that AMP harms users because of the privacy risk it poses: websites are also affected because the rejection of certain practices imposed by Google results in “ill-treatment by society; abuse that can cost a lot of traffic to any website. And what is the basic problem? Compared to Chrome, Brave and DuckDuckGo are just a speck of dust, so any measures they apply lack real impact beyond what their users have. That means they have little muscle to make things change for everyone.

The good news is that AMP has made significant strides due to advances in web development technology, responsive design, and more. Almost every current WordPress template, the most popular content manager on the market, adapts to the mobile paradigm without overwhelming the experience, and therefore the rise of AMP sites has been declining lately … But just as Google is interested in losing a piece of land, AMP 2.0 is under construction and, as Brave says, it will be even worse what is there now.

Thanks to this, together with alternatives based on authentic open standards, the end of AMP means that more browsers will join the roughness: Vivaldi will almost certainly do it, Opera also has the ability … However, big fish need to get involved, see Microsoft Edge and Safari, because of Firefox, which may eventually eventually join the opposition, is expected little, given its survival of Google’s dependence … and its fall to the bottom of the gap in terms of market share.