"But last week, Google contradicted this stance in a court filing. The tech giant acknowledged that "the open web is already in rapid decline." In a pre-trial filing, Google reacted to the US Department of Justice's suggestion to sell off its advertising division. Google maintained that it would only hasten the downfall of the open web, an environment that a majority of publishers depend on for display advertising revenue."
"The filing says that, unlike the company's past assertions, it recognizes the accelerating decline of the open web, especially in display advertising. Google's rivals are making major investments in newer formats such as Connected TV and retail media that are picking up steam at the cost of open-web ads. "The fact is that today, the open web is already in rapid decline and Plaintiffs' divestiture proposal would only accelerate that decline, harming publishers who currently rely on open-web display advertising revenue.""
Google publicly maintains that web traffic is healthy and Search drives users to a wide array of websites. In a pre-trial court filing, Google acknowledged that the open web is in rapid decline for display advertising and warned that forcing divestiture of its advertising division would accelerate that decline. The filing noted rivals are shifting investments to formats like Connected TV and retail media, drawing ad dollars away from the open web. The decline threatens publishers who depend on open-web display ad revenue. A Google spokesperson clarified the wording applied to open-web display ads specifically, not the web overall.
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