IN COURT FILING, GOOGLE CONCEDES THE OPEN WEB IS IN “RAPID DECLINE”

Summary from the TLDR Marketing newsletter

Google claims the open web is in “rapid decline” in a court filing defending its ad business. It argues that forcing a breakup of AdX would damage a fragile ad-supported ecosystem. While Google maintains that AI search isn't hurting web traffic, it hasn't provided data to prove it. Instead, Google's ad revenue is increasingly driven by mobile apps and walled environments, not open websites.