Pitched as a way to enable faster load times on mobile along with increased exposure in search results for businesses and publications, the tech ultimately gives Google more control over how web pages are rendered, including their ad/monetization systems. Google has long been accused of using AMP to further its dominance on the web. Now, Brave browser and DuckDuckGo have announced measures that will block Google's AMP version of a website and will instead load the original page. However, there have been quite a few strings attached with this tech, for both the owner/publishers of websites and their visitors. In context: Google originally came up with Accelerated Mobile Pages (AMP) framework to help websites load faster on mobile.
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