Is Competition Only One Click Away? The Digital Markets Act’s Impact on Google Maps

Louis-Daniel Pape; Michelangelo Rossi

doi:10.1287/mksc.2025.0159

January 5, 2026Marketing Science

Is Competition Only One Click Away? The Digital Markets Act’s Impact on Google Maps

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Key Points

To assess how the Digital Markets Act affects competition and search traffic related to Google Maps.
Analysis of changes mandated by the Digital Markets Act on Google search results.
Comparison of map-related search frequency before and after the Act's implementation.
Examination of traffic data for Google Maps and its competitors.
A notable increase in map-related searches was observed post-implementation.
The results emphasize the continued dominance of Google Maps in the digital market.

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Implication

The Digital Markets Act increased map-related searches but had little effect on competitor traffic, suggesting Google Maps’ dominance persists.

Abstract

European Union-mandated changes to Google results increased map-related searches but produced little traffic gain for competitors, underscoring Google Maps’ dominance.

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Cite This Study

Pape et al. (2026) studied this question.

synapsesocial.com/papers/695d856e3483e917927a5145 https://doi.org/10.1287/mksc.2025.0159

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Is Competition Only One Click Away? The Digital Markets Act’s Impact on Google Maps

Key Points

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Implication

Abstract

Discussion

Cite This Study

Is Competition Only One Click Away? The Digital Markets Act’s Impact on Google Maps

Key Points

Ask about this paper

Implication

Abstract

Discussion

Cite This Study

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