Online Platforms and Digital Advertising market study, Appendix I: search quality and economies of scale 2020 (CMA)

A research paper from the CMA

From:
Competition and Markets Authority
Published
25 March 2022
Category:
Ad hoc research
Original publisher:
Competition and Markets Authority
Research area:
Advertising and marketing, Future connectivity and internet, Media and entertainment, Retail and digital commerce, Technology
Research topic:
Adtech, Artificial intelligence, Data privacy, access and control, Digital economy, General and vertical search, News and publishing, Online retail, Personalisation algorithm
Research publish date:
1 July 2020

Abstract

The main way that search engines compete for consumers is through various dimensions of quality, including relevance of results, privacy and trust, and social purpose or rewards. Of these dimensions, the relevance of search results is generally considered to be the most important.

This appendix presents some detailed evidence concerning how general search engines compete on quality. It also examines network effects, scale economies and other barriers to search engines competing effectively on quality and other dimensions of competition. The appendix draws on academic literature, submissions and internal documents from market participants.

Citation

CMA, Online Platforms and Digital Advertising market study, Appendix I: search quality and economies of scale (2020) [online] Available at: Appendix I: search quality and economies of scale [Accessed 10 February 2022]

https://www.gov.uk/cma-cases/online-platforms-and-digital-advertising-market-study#final-report

Updates to this page

Published 25 March 2022
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