Google's Mixed Messages on Open Web's Decline Spark Criticism
Google faces criticism and legal pressure over its dominance in online advertising. The tech giant argues that breaking up its ad business could harm publishers reliant on open-web ads, while critics question the validity of its claims.
Google's lawyers have warned that forcing the company to divest its ad business would accelerate the decline of the open web. They argue that the open web is already in rapid decline, citing a sharp decrease in display advertising on the open web, which many websites rely on for funding. Open-web display ad impressions on Google Ads have plummeted from 40% in 2019 to a mere 11% by early 2025.
However, Google's public stance is more optimistic. The company's executives and representatives have publicly stated that the web is thriving. Elizabeth Reid, Google's head of Search, even claimed that AI is making search better and that the web is entering its most exciting era yet. Yet, Google's private communications paint a different picture. In a legal proceeding, the company claimed that the open web is in 'rapid decline,' although it later clarified that this referred to a specific decrease in display advertising.
Critics, including search marketers, have slammed Reid's claims for lacking facts or stats. They argue that advertisers and tech companies are moving away from traditional display ads towards AI-driven formats, CTV, and retail media, contributing to the decline of the open web.
Google's conflicting messages about the state of the open web have sparked debate and scrutiny. While the company positions itself publicly as a defender and champion of the open web, its private communications suggest a more pessimistic view. As Google faces legal pressure over its ad business, the future of the open web remains a contentious issue.
