In a recent court filing, Google stated that advertising on the open web is experiencing a rapid decline, a characterization the company later contested as a misreading of its remarks. Google clarified that the decline refers specifically to open‑web display ads, not the health of the web itself, emphasizing growth in non‑open‑web formats such as connected TV, retail media, and in‑app advertising. The filing also highlighted a 45 percent rise in indexable web content since 2023, a metric Google cites to argue that the web remains vibrant despite advertising shifts. Critics argue the decline signals changing incentives for Google’s search and AI services.
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