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.

While Google had said an open-source group is in control of the standard, it was always touted as the standard to compete against Facebook’s Instant Articles and Apple News. It used cached copies of pages stored on CDNs (Content Delivery Network) to quickly bring up the page when a user tries to access it. The company said it’ll “dramatically improve the performance of the mobile web.” Google first introduced AMP in 2015 with an aim to make pages and articles load faster on mobile. In this story, we’ll break down what AMP is, and why Brave and DuckDuckGo are going on an offensive against it. That sounds important - and it is - but what does it mean for you? In the last few days, both the Brave browser and DuckDuckGo search engine announced features that actively block or bypass pages hosted on Google’s Accelerated Mobile Page (AMP) protocol.

Duckduckgo vs brave