Google Acknowledges the Decline of the Open Web in Court Filing

Google Defends Advertising Practices Amidst Open Web Concerns

Mountain View, CA – September 8, 2025 – Google is actively defending its position regarding the health of the open web, following allegations that its buisness practices are contributing to a decline in advertising revenue for traditional websites. The debate revolves around the company’s shift in advertising investments and the growing influence of Artificial intelligence on online content and user behaviour.

The Core of the Dispute

A recent legal filing sparked the controversy, with critics arguing that Google is prioritizing advertising revenue from closed platforms-like mobile applications and connected TV-at the expense of open web publishers. Google refutes this claim, asserting that the disputed statement specifically addressed advertising investments, not the overall health of the open web itself. A Google spokesperson stated that growth in advertising on platforms like connected TV and retail media is happening while open web advertising experiences a decline, but this does not reflect a diminished commitment to the broader internet ecosystem.

Shifting Revenue Streams and AI’s Impact

Despite Google’s assurances,concerns persist about the economic incentives at play. While google maintains that traffic from its search engine to external websites remains strong,driving substantial ad revenue,a meaningful portion of its revenue growth now originates from advertising within its own properties,especially mobile applications. Data from eMarketer shows that mobile in-app advertising is projected to account for over 70% of all digital ad spending by the end of 2025, a substantial increase from 55% in 2023. this trend coincides with a period of stagnation in time spent on traditional web content, leading to decreased ad earnings for publishers.

The rise of AI-generated content further complicates the situation. Google’s own data indicates a 45% increase in indexable content as 2023. However, questions remain about the quality and origin of this content, with many suspecting a substantial portion consists of AI-produced articles, often requiring minimal investment and offering limited value to advertisers. This “AI slop,” as some observers term it, raises concerns about the long-term viability of the open web as a platform for quality journalism and original content creation.

Google’s AI-First Strategy and the Future of Search

Some analysts suggest that Google’s shift towards an AI-first search experience, offering direct answers and summaries within its own interface, could incentivize the company to retain users within its ecosystem. Such a move would limit referrals to external websites, potentially weakening their ad revenue streams.The trend of “zero-click searches,” where users find answers directly on the search results page without visiting a website, has been a subject of discussion for years, and the latest AI integrations might accelerate this phenomenon.

The Open Web at a Crossroads

The central question remains: is a thriving web one that is increasingly reliant on advertising revenue that is diminishing? Google’s representatives consistently emphasize that the web is healthy, citing the increase in indexable content. However, if advertising on websites is declining, the incentives for maintaining a robust and diverse open web are undeniably altered. The future of the open web, it appears, hinges on whether advertisers will continue to find value in supporting traditional web content amidst the rise of AI and alternative advertising platforms.

Advertising Sector	Growth Trend (2023-2025)
Open Web Display Advertising	Declining
Mobile In-App advertising	Rapidly increasing
Connected TV Advertising	Significant Growth
Retail Media Advertising	High Growth

Understanding the Open Web

The “open web” refers to the publicly accessible portion of the internet, built on open standards and protocols. Unlike walled gardens such as social media platforms or proprietary apps, the open web is characterized by interoperability, free access to details, and the ability for anyone to create and share content. The health of the open web is vital for innovation, democratic participation, and the free exchange of ideas.

Did You No?

the original vision of the internet, championed by figures like Tim Berners-Lee, prioritized an open and decentralized network. The current debate over advertising and AI raises questions about whether this original vision is being compromised.

Pro Tip

Support independent journalism and content creators by regularly visiting and engaging with websites directly, rather than relying solely on social media links or search engine summaries.

Frequently Asked Questions

• What is “AI slop” in the context of the open web? It refers to low-quality, frequently enough AI-generated content that floods the internet, providing minimal value to users or advertisers.
• How does Google’s advertising strategy impact open web publishers? A shift towards advertising within Google’s own platforms reduces the revenue available to independent websites.
• Is the open web still growing, despite these challenges? While the amount of indexable content is increasing, the quality and value of that content are being questioned.
• What is a “zero-click search?” A search result that provides an immediate answer on the search results page, without requiring users to click through to a website.
• What can be done to support the open web? Supporting independent publishers, advocating for fair advertising practices, and promoting quality content are all crucial steps.
• What role does mobile advertising play in this discussion? Mobile in-app advertising is dominating digital ad spending, taking revenue away from the open web.
• How do advertising investments affect the content we see online? When ads pay less, publishers might create less original or quality content.

What are your thoughts on the future of the open web? share your opinions in the comments below!

What are the key factors contributing to the decline of the open web, according to Google’s internal documents?

The Antitrust Case & Google’s Admission

Recent court filings in the ongoing Department of justice (DOJ) antitrust case against Google have revealed a startling admission: the company acknowledges a decline in the “open web.” This isn’t a subtle shift; internal Google documents, made public as part of the legal proceedings, explicitly discuss the diminishing role of traditional websites in favor of Google’s own properties and increasingly, walled-garden ecosystems like TikTok and Amazon. The implications for publishers, content creators, and the future of online facts are notable. This admission fuels the debate surrounding Google’s market dominance, search engine optimization (SEO), and the very nature of how we access information online.

What Does “Decline of the Open Web” Actually Mean?

The “open web” refers to the interconnected network of websites accessible through open protocols like HTTP, indexed by search engines, and generally free from the control of single entities. Google’s internal documents suggest this is eroding due to several factors:

Rise of First-Click Wins: Google’s search results increasingly favor directly answering queries within the search results page itself (featured snippets, knowledge panels, etc.). This reduces the need for users to click through to external websites.

Dominance of platforms: users are spending more time on platforms like YouTube, TikTok, Instagram, and Amazon, finding information within those ecosystems rather than through traditional web searches.

App-Centric Behavior: Mobile app usage continues to grow, bypassing the open web entirely for many tasks.

AI-Powered Search: The integration of AI into search, while promising, further threatens the open web if it prioritizes synthesized answers over links to original sources. Generative AI and its impact on content finding is a key concern.

Impact on Content Creators & Publishers

This shift has profound consequences for those who rely on the open web for visibility and revenue:

Reduced Website Traffic: Fewer clicks from search results directly translate to less traffic for publishers.

Decreased Ad Revenue: Lower traffic leads to lower ad impressions and revenue for websites dependent on advertising.

SEO Challenges: Traditional SEO strategies become less effective when Google prioritizes direct answers and platform content.Keyword research remains crucial, but its impact is diminished.

Increased Reliance on Google: Publishers are increasingly forced to optimize for Google’s algorithms, rather than for their audience, creating a dependency.

Content Aggregation Concerns: The rise of AI-powered search raises concerns about content aggregation and potential copyright issues.

The DOJ antitrust Case: Key Arguments

The DOJ’s case centers around allegations that Google illegally maintains monopolies in search and search advertising. The acknowledgment of the open web’s decline is being used to support the argument that Google is intentionally steering users away from independent websites to benefit its own products and services.

Specifically, the DOJ argues:

1. Self-Preferencing: Google prioritizes its own properties (YouTube, Google Shopping, etc.) in search results, disadvantaging competitors.
2. Exclusive Deals: Google has entered into exclusive agreements with device manufacturers (like Apple) to be the default search engine, limiting consumer choice.
3. Anti-Competitive Acquisitions: Past acquisitions,such as doubleclick,have strengthened Google’s dominance in the ad tech market.

What Can Publishers Do? (Practical Tips)

While the situation is challenging, publishers aren’t powerless. Here are some strategies to adapt:

diversify Traffic sources: Don’t rely solely on Google search. explore social media marketing, email marketing, and other channels.

Focus on Original, High-Quality Content: Create content that is truly unique and valuable, making it more likely to be linked to and shared. Content marketing is crucial.

Build a Strong Brand: Establish a recognizable brand that attracts a loyal audience.

explore Alternative Search Engines: Encourage users to use alternative search engines like DuckDuckGo or Brave Search.

Optimize for Featured Snippets: While challenging, actively target keywords with the potential to earn featured snippets.

Embrace Structured Data: Implement schema markup to help search engines understand yoru content.

consider Subscriptions & Memberships: Explore alternative revenue models that aren’t solely reliant on advertising.

Video Content Strategy: Invest in video content for platforms like YouTube, recognizing its growing importance.

Real-World Examples & Case Studies

the News Industry: Many news organizations have seen significant declines in website traffic over the past decade,coinciding with Google’s increasing emphasis on direct answers and platform content.

Local Businesses: Local businesses struggle to compete with Google’s own local search results and Google Business Profile listings.

Independent Blogs: Smaller blogs and independent websites find it increasingly difficult to gain visibility in search results.

The Future of Search & the Open Web

The future of the open web is uncertain. The outcome of the DOJ antitrust case will undoubtedly play a significant role. Tho, even if Google is forced to make changes, the underlying trends – the rise of platforms, app-centric behavior, and AI – are likely to continue. the challenge for publishers and content creators will be to adapt and find new ways to connect with their audience in a rapidly evolving digital landscape. Search engine updates will continue to be a major factor.