Google Backtracks on Previous Traffic Claims, Says “Open Web Is Already in Rapid Decline”

After months of downplaying concerns, Google has acknowledged that the “open web is already in a rapid decline.” The admission came during an ongoing remedial trial that could decide whether the company must divest part of its advertising business. Notably, just last month, Google dismissed third-party reports pointing to falling search traffic, arguing that the studies relied on “flawed methodologies.”