Google Admits ‘Open Web’ Ad Ecosystem Is in Rapid Decline Amid DOJ Antitrust Fight
Ashwini Gambo
WASHINGTON, September 13 – Google has admitted in a recent court filing that the “open web” advertising ecosystem is in rapid decline, a notable shift from its previously optimistic stance. The admission came as part of the tech giant’s defense in a Justice Department antitrust case targeting its dominance in the ad tech market.
The statement, first uncovered by Search Engine Roundtable and confirmed by The Verge, suggests that attempts to break up Google’s ad business could further harm publishers who still rely on open-web display advertising. Google argued that the ad tech landscape has shifted rapidly, with AI, connected TV, and retail media growing in influence while open-web ads lose ground.
The company’s language contrasts sharply with past public comments. Just in June, Google’s SVP Nick Fox had claimed the web was “thriving” and dismissed concerns that AI and Google’s own search tools were reducing website traffic.
Following backlash, a Google spokesperson clarified that the “decline” referenced only applies to open-web display advertising, not the broader internet. Still, critics argue that Google’s framing appears convenient, especially as it faces legal pressure.
Meanwhile, in a separate ruling, a federal judge barred Google from exclusive contracts with partners involving Search, Chrome, and Google Assistant but stopped short of forcing divestiture from major products like Chrome or Android.
The conflicting signals highlight growing tension between Google’s public messaging and the realities of its shifting ad ecosystem, as market forces and regulators reshape the digital landscape.
