Brave, DuckDuckGo just gave you another way to flip Google the middle finger

Brave has announced that its web browser will now allow users to bypass AMP pages hosted by Google, which it claims are harmful to both privacy and the state of the web.

The new De-AMP feature will instead funnel web users to content hosted directly on the publisher’s website, minimizing the opportunity for additional tracking and meddling to take place.

Not to be outdone, rival privacy software company DuckDuckGo rushed to Twitter to reveal that its apps and extensions now offer similar functionality, but the specifics of the implementation are not yet clear.

Google’s AMP troubles

Rolled out in 2015, AMP (short for accelerated mobile pages) is a system whereby stripped-back versions of trending web pages are preloaded and served up via Google servers.

When AMP was first announced, Google said it beleived the system would help ensure rich web content such as video and animation would load rapidly and behave consistently across all platforms, thereby improving the web experience.

However, the scheme has come under criticism from publishers and privacy advocates alike, who say AMP gives Google yet more signals to gobble up in support of its digital advertising business, creates confusion as to the source of information and forces publishers to build their websites to Google’s desired spec.

“AMP harms users’ privacy, security and internet experience, and just as bad, AMP helps Google further monopolize and control the direction of the web,” wrote Brave, in a blog post.

And in a Twitter thread, DuckDuckGo presented a similar justification for its decision to move against the initiative.

“AMP technology is bad for privacy because it enables Google to track users even more,” said the firm. “And Google uses AMP to further entrench its monopoly, forcing the technology on publishers by prioritizing AMP links in search and favoring Google ads on AMP pages.”

Since the launch of AMP, a number of publishers (including Future plc., parent to TechRadar Pro) have abandoned the system. And now, browser vendors like Brave and DuckDuckGo are coming out with their own tools to help web users bypass AMP altogether.

“Where possible, De-AMP will rewrite links and URLs to prevent users from visiting AMP pages altogether,” explained Brave. “And in cases where that is not possible, Brave will watch as pages are being fetched and redirect users away from AMP pages before the page is even rendered, preventing AMP/Google code from being loaded and executed.”

Brave’s De-AMP feature is now available in both Nightly and Beta versions of its browser and will be enabled by default in the next full public release. TechRadar Pro is awaiting further specifics about DuckDuckGo’s efforts.

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Brave, DuckDuckGo just gave you another way to flip Google the middle finger

Brave has announced that its web browser will now allow users to bypass AMP pages hosted by Google, which it claims are harmful to both privacy and the state of the web.

The new De-AMP feature will instead funnel web users to content hosted directly on the publisher’s website, minimizing the opportunity for additional tracking and meddling to take place.

Not to be outdone, rival privacy software company DuckDuckGo rushed to Twitter to reveal that its apps and extensions now offer similar functionality, but the specifics of the implementation are not yet clear.

Google’s AMP troubles

Rolled out in 2015, AMP (short for accelerated mobile pages) is a system whereby stripped-back versions of trending web pages are preloaded and served up via Google servers.

When AMP was first announced, Google said it beleived the system would help ensure rich web content such as video and animation would load rapidly and behave consistently across all platforms, thereby improving the web experience.

However, the scheme has come under criticism from publishers and privacy advocates alike, who say AMP gives Google yet more signals to gobble up in support of its digital advertising business, creates confusion as to the source of information and forces publishers to build their websites to Google’s desired spec.

“AMP harms users’ privacy, security and internet experience, and just as bad, AMP helps Google further monopolize and control the direction of the web,” wrote Brave, in a blog post.

And in a Twitter thread, DuckDuckGo presented a similar justification for its decision to move against the initiative.

“AMP technology is bad for privacy because it enables Google to track users even more,” said the firm. “And Google uses AMP to further entrench its monopoly, forcing the technology on publishers by prioritizing AMP links in search and favoring Google ads on AMP pages.”

Since the launch of AMP, a number of publishers (including Future plc., parent to TechRadar Pro) have abandoned the system. And now, browser vendors like Brave and DuckDuckGo are coming out with their own tools to help web users bypass AMP altogether.

“Where possible, De-AMP will rewrite links and URLs to prevent users from visiting AMP pages altogether,” explained Brave. “And in cases where that is not possible, Brave will watch as pages are being fetched and redirect users away from AMP pages before the page is even rendered, preventing AMP/Google code from being loaded and executed.”

Brave’s De-AMP feature is now available in both Nightly and Beta versions of its browser and will be enabled by default in the next full public release. TechRadar Pro is awaiting further specifics about DuckDuckGo’s efforts.

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DuckDuckGo wants to be more than a search engine

DuckDuckGo may be best known for its privacy-focused search engine but following the success of its all-in-one privacy apps and extensions, the company is now developing its own browser.

Since making the decision to move beyond private search in 2018, the company's privacy apps and extensions have been downloaded over 150m times. In addition to providing users with a search engine, DuckDuckGo's mobile app also allows you to browse the web privately.

Now in a new blog post, DuckDuckGo CEO Gabriel Weinberg has revealed that the company is working on a desktop browser that will redefine user expectations of everyday online privacy. Unlike with other browsers, DuckDuckGo for desktop won't have any complicated settings, misleading warnings or “levels” of privacy protection. Instead, the company's browser will feature robust privacy protection that works by default across search, browsing, email and more.

While browsers like Google Chrome, Microsoft Edge, Vivaldi, Brave and others use Chromium, DuckDuckGo is building its desktop app around OS-provided rendering engines just like the company does on mobile. This will allow it to strip away the clutter that has accumulated over the years in most major browsers.

DuckDuckGo year-in-review

While we'll likely hear more about DuckDuckGo's desktop browser next year, the company spent 2021 strengthening its all-in-one privacy solution with new improvements and features designed to help users take back their privacy.

The company announced the beta release of its free email forwarding service Email Protection this year which removes trackers in your email and protects the privacy of your personal email address without asking users to switch to another email service.

Just last month, DuckDuckGo released its App Tracking Protection feature into beta in its Android app to block third-party trackers from companies like Google and Facebook that often lurk in other apps. Interested users can join the waitlist through the company's DuckDuckGo Android app to test App Tracking Protection out for themselves.

Finally, DuckDuckGo made a lot of improvements to its search results this year including giving its search results page a more simple and modern design while it continued to refine and improve its local, maps and directions results. However, other improvements made by the company include a new translations instant answer, revamped definitions and weather answers, custom data range filtering, more filters on images and upgrades to advanced search.

With 2022 just around the corner, you may be trying to come up with a New Year's Resolution and if you're struggling to think of one, why not improve your privacy and security by giving DuckDuckGo a try, installing an antivirus, using a VPN and storing your credentials securely with a password manager?

We've also highlighted the best browser, best VPN and best SEO tools

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