Google really doesn't want you to think the open web is in decline

Core Viewpoint - Google has acknowledged a decline in the open-web display advertising market, which contradicts its previous assertions about the health of the web [1][4][12]. Group 1: Google's Legal and Market Position - Google filed court documents indicating that the open web is in "rapid decline," which has raised questions about its previous claims regarding the web's vitality [1][4]. - A spokesperson clarified that the decline referred specifically to the "open-web display advertising" market, not the open web itself [2][3]. - Google later issued a memorandum to correct its earlier statements, emphasizing that the shorthand used was misleading [3]. Group 2: Industry Context and Reactions - Publishers have reported significant declines in traffic and programmatic ad revenue, suggesting that the web is not thriving as Google claims [5][12]. - Similarweb data indicates that the median zero-click rate increased from 60% to 80% due to Google's AI Overviews, which may be impacting website traffic negatively [5]. - Critics, including Jason Kint from Digital Content Next, argue that Google's distinction between open web and open-web display advertising is negligible and question the sensitivity of Google regarding this issue [13][14]. Group 3: Antitrust Implications - The Department of Justice has filed an antitrust suit against Google, claiming it holds an illegal monopoly in certain online adtech markets, with potential remedies including divestiture of its AdX ad exchange and DfP ad server [11]. - Google contends that investments in non-open web display advertising, such as connected TV, are increasing at the expense of open web display advertising [12].