Antitrust - Case 11
E.CA developed an economically robust theory of harm regarding the alleged discrimination in Google's organic search in favour of its own vertical search engines. For the empirical part of the project, search results for the main general search engines were collected on variety of keywords to compare the placement of different competitors within first page of search results. As a result of our analysis we found robust evidence that Google Product Search (Google's own price comparison engine) is more visible on the first page of search results than any other price comparison engine and competing price comparison sites are positioned lower on the Google search results page than on alternative search engines. We also connected these findings with other evidence to show that such degradation is inconsistent with purely algorithmic search ranking. The EC Commission initiated a sector inquiry into this industry in response.