Twitter stops opening links in AMP on iOS, Android, Marketing & Advertising News, AND BrandEquity


Twitter stops opening links in AMP on iOS, Android.

Microblogging site Twitter quietly rolled back support for mobile accelerated mobile pages (AMP), according to a support page.

The support page originally explained how Twitter would automatically send users of its mobile apps to the AMP version of a page from links posted on the social network, reports The Verge.

However, at some point since October 21, Twitter updated the page with a notice that it would be removing the feature by the end of the year, according to the report.

According to Search Engine Land data, this retirement process appears to have been completed earlier this month.

Now, attempting to visit a Twitter page appears to direct users to the standard web page, rather than an AMP version that may be available.

Although Twitter notes that AMP enables “fast-loading, beautiful, and high-performance mobile web experiences,” the technology has proven to be controversial since Google introduced it in 2015.

Much of the controversy centered on Google’s perceived control of the project, with some critics claiming it was an attempt by Google to strengthen its control over the open web.

But it also has more basic UI issues for a platform like Twitter because of how it can disrupt URLs, when it makes the pages look like they’re from Google, regardless of the site. Web that created them.

According to the report, it was an annoying situation that led to the creation of browser extensions that automatically redirect AMP pages to the original article URL to reduce confusion.

Twitter’s support document gives no reason for his policy change.

The company’s move follows a policy change by Google itself in May 2020 when it announced that it would no longer require news sites to offer AMP versions of their pages to be featured in the section. Top Stories from its search engine.

This decision was a long time coming following a Google initiative launched in May 2018 to leverage what the company had learned from AMP and turn its functionality into general web standards.

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