Google admits in court filing that “open web is in rapid decline”

Google admitted in a recent court filing that “the open web is in rapid decline,” directly contradicting its previous public statements defending the health of the internet. This acknowledgment comes as the tech giant faces antitrust scrutiny over its dominance in online advertising, revealing a stark disconnect between Google’s courtroom arguments and its public messaging about web vitality.

What you should know: Google’s admission emerged during ongoing litigation about its control over the digital advertising market.

• The company argued that proposed court remedies would “only accelerate that decline, harming publishers who currently rely on open-web display advertising revenue.”
• Google contends the industry is already being reshaped by market forces without government intervention.

The contradiction: This statement directly conflicts with Google’s recent public defense of web health.

• Just a month earlier, Google argued its AI products weren’t causing widespread traffic declines, claiming total click volume “has been relatively stable” and “average click quality has increased.”
• In June, Nick Fox, a Google executive, stated that “the web is thriving,” making the court filing’s language particularly striking.

What they’re saying: Google’s full court statement reveals the company’s strategic positioning in the antitrust case.

• “The fact is that today, the open web is already in rapid decline and Plaintiffs’ divestiture proposal would only accelerate that decline, harming publishers who currently rely on open-web display advertising revenue,” the filing reads.
• The company maintains it “believe[s] that Search’s value exchange with the web remains strong” despite acknowledging broader decline.

Why this matters: Google’s contradictory messaging highlights the tension between its public relations strategy and legal defense tactics.

• As the company that fundamentally shapes internet traffic through search, Google’s acknowledgment of web decline carries significant weight for publishers and content creators.
• The admission suggests even Google recognizes something is fundamentally shifting in how people access and consume online content, regardless of whether AI is the primary cause.