Haro on the AMP! Almost in quick succession, two web browsers decided to circumvent Google’s simplified display, to redirect Internet users to the “real” pages of the websites. Brave and DuckDuckGo announced that AMP links to articles will be automatically converted to their original URLs, whenever possible.
At Brave, this novelty takes the name of De-AMP, which “ rewrites links and URLs to prevent the user from visiting AMP pages “. In cases where the operation fails, the web browser will monitor how the pages are retrieved by Google’s servers, and it will redirect the user even before the page is rendered, ” preventing AMP code from loading and executing “.
Same principle at DuckDuckGo, which now protects against Google tracking when using the iOS, Android or Mac browser, or even its Chrome or Firefox extensions. This is the site editor’s page that will be presented to the user.
Launched in 2015, the AMP (Accelerated Mobile Pages) format allows Google to load articles that are milled and cached by the search engine’s servers more quickly. It’s also a way for the company to collect a bit more data. DuckDuckGo explains that this technology ” strengthens Google’s monopoly, imposes [AMP] to publishers by prioritizing AMP links in search results, and promotes Google ads on AMP pages “.
On Safari, AMP links haven’t disappeared, but there are extensions to bypass this type of URL (Amplosion, StopTheMadness, and others).