Apple and Google Accelerate the Collapse of the Open Web – What’s Next?
Advertising, AI, Creative, CTV, Innovation, Mobile
July 28, 2025

Apple and Google Accelerate the Collapse of the Open Web – What’s Next?

The open web is facing a major upheaval. Between Apple’s rumored AI search rollout and Google’s continued investment in Gemini-powered results, we’re entering a time where traditional, link-based discovery is giving way to AI-delivered answers.

That has big implications for publishers, browsers, and advertisers. When answers appear directly within AI interfaces, there are no links to click, no referrals to track, and fewer monetizable moments to capture. And with Google commanding more than 91% of global online traffic, even small shifts in its model can ripple across the entire ecosystem.

So what happens when organic search fades as a discovery tool? Where do ads go in an AI-dominated world?

The Next Discovery Frontier

As more consumer queries are handled within AI systems themselves, we’re seeing a sharp decline in traditional ad real estate across the web. Entire formats – contextual placements, affiliate links, product comparison tools – are at risk of vanishing altogether. For brands, this demands a strategic shift: it’s time to move ad dollars into channels that still deliver scale, relevance, and control.

That means doubling down on high-performing, AI-resistant environments like retail media networks, mobile apps, and CTV. These channels aren’t just discoverable, they’re immersive, brand-safe, and built for the kind of rich, high-impact creative today’s landscape demands.

This is exactly where MobileFuse plays a vital role. As one of the largest in-app, CTV and DOOH advertising platforms, we give brands access to rich media, video, and display formats across premium in-app inventory, along with growing support for CTV. Our deep expertise in location intelligence, real-world targeting, and privacy-compliant first-party data means advertisers can reach consumers with relevance – without relying on the web or third-party cookies.

We also emphasize measurement and transparency, helping brands maintain attribution clarity even as traditional referral paths break down. In short, as the open web fragments, MobileFuse offers the kind of ad environments that still make sense for both performance and brand-building.

Why In-App Matters Now

With fewer moments of discovery happening via search, apps are becoming the new front door. Mobile environments offer deterministic targeting, strong engagement, and clean measurement in ways the open web can no longer guarantee. Platforms like MobileFuse are well-positioned here, bringing privacy-safe, high-attention mobile experiences, and offering solutions designed for this evolving AI-driven era.

As traditional search begins to slow down, we’re here to help you meet users where they already are with creative that actually resonates.

Preparing for AI-Native Advertising

To stay visible, brands will also need to explore new content strategies and formats tailored for AI environments. That includes optimizing content for large language models (think: structured FAQs, trusted sources, and branded authority), and testing emerging inventory like sponsored results in AI chat interfaces.

Discovery may no longer start with a blue link, but it’s still happening. The key is knowing where to show up, how to stay native to the experience, and which partners can help you navigate the transition. Get in touch with us if you’d like to learn how we can help you advance your mobile strategies.