Google’s lawyers told a federal court that the open web is already in “rapid decline.” The statement appeared in a filing on September 5, where the company opposed a Department of Justice proposal to break up parts of its ad business. Lawyers said forcing Google to sell its AdX marketplace would hurt publishers who depend on display advertising.
The claim stands against recent comments from Google’s leadership. In May, chief executive Sundar Pichai said the number of indexable pages had grown by 45 percent since 2023, pointing to a surge in online content. Nick Fox, vice president of Search, described the web as “thriving.” Elizabeth Reid, who leads the Search division, said last month that traffic to websites has stayed relatively stable, even with new AI features in Google Search.
Google clarifies its position
After criticism, Google explained that its filing referred specifically to advertising. Dan Taylor, vice president for global ads, said the phrase had been taken out of context and pointed to budget shifts toward connected television, retail media, and other formats. A spokesperson added that the full passage was about open-web display ads, not the entire web.
Advertising shift
Industry data shows that display ads on independent sites have lost ground for several years. Google’s own figures indicate these ads accounted for 40 percent of impressions in 2019 but only 11 percent in early 2025. Marketers now spend more on apps, video, and social platforms. For publishers that still rely on display ads, this shift has meant slower revenue growth.
Antitrust pressure
The statement comes as Google defends itself against remedies in a major antitrust case. Judges earlier found the company had tied ad services in ways that disadvantaged rivals and favored its own marketplace. Regulators are pushing for structural changes, and Google is trying to show that breaking up its ad business would harm publishers instead of restoring competition.
Reaction from industry
Observers have pointed out the conflict between Google’s upbeat public messages and the language it used in court. Some industry voices say the company is presenting different stories depending on the audience. For publishers, the core concern remains whether search traffic and advertising revenue can sustain the business models that keep much of the open web alive.
Notes: This post was edited/created using GenAI tools. Image: DIW-Aigen.
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