The Web Openness: Is it Extinct, Thriving, or Just Complex?
In the dynamic world of digital development, the concept of an open website has been a cornerstone, championed by initiatives like the Open Source Initiative (OSI) and the Open Source Business Alliance (OSBA). These organisations define open source models, including websites, by publishing code and data under open source licenses, ensuring transparency and fostering innovation.
However, the open web is facing challenges as walled gardens, such as those operated by tech giants like Google, Meta, and Amazon, are growing stronger and increasing their control over the internet. These walled gardens are thriving in areas less reliant on open-web traffic, such as Connected TV (CTV), retail media, in-store commerce, and digital audio.
Recent developments have raised concerns about the future of the open web. The closure of The Trade Desk, a programmatic advertising platform, has been seen as a significant blow. Sam Altman, the CEO of OpenAI, has expressed his worry about the "Dead Internet Theory" becoming a reality.
Google, a dominant player in the digital space, has been under scrutiny for its role in the decline of the open web. Initially denying that AI search would drain publishers, the company later admitted to the rapid decline of open-web display advertising. As Google considers moving its search to full AI mode, concerns about the ad-revenue fallout are mounting.
The traditional model of "browse, click, visit" could be collapsing due to AI browsers and instant answer services like Google's AI Overviews and ChatGPT. This shift could disrupt the digital landscape further.
Meanwhile, the internet is not just a dumping ground but a valuable source of data and information for AI. However, it also faces numerous challenges, including slop, scams, scraping, spam, misinformation, deepfakes, and relentless tracking.
In response to these challenges, innovators like Paul Evans, Founder of V2RSION, propose building systems so valuable that users seek publishers out directly, reducing dependence on intermediaries like Google.
Amidst all this change and chaos, one thing is clear: the digital tide is unlikely to reverse. The open web, closed systems, and walled gardens will continue to coexist, evolving and adapting to the changing digital landscape. As we navigate this transition, it's crucial to maintain a balance that fosters innovation, transparency, and user-centric design.
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