Despite Google’s prior claims of a thriving open web and stable search traffic, a recent court filing reveals the company admits the open web, specifically open-web display advertising, is in rapid decline. This admission arises amidst a legal battle concerning Google’s monopoly in advertising technology, with the US Department of Justice recommending a breakup of Google’s ad business. Google argues that such divestiture would accelerate the decline, harming publishers dependent on open-web display ad revenue. The company highlights the rise of non-open web ad formats like Connected TV and retail media as reshaping the ad ecosystem. While Google maintains that search traffic and click volumes remain stable or have expanded to more sources, publishers have reported noticeable drops in traffic following changes in Google’s search algorithms and the advent of AI chatbots. Google spokespersons emphasize that the decline pertains to specific advertising formats rather than the open web as a whole, reaffirming Google’s stance that the web continues to thrive.
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