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January 6, 2026Marketing Science

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

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Authors

LPLouis-Daniel PapeMRMichelangelo Rossi

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Overview

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

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.
  • Competitors saw little to no increase in traffic despite the regulatory changes.
  • The results emphasize the continued dominance of Google Maps in the digital market.

Cite This Study

Pape et al. (2026) studied this question.

synapsesocial.com/papers/695d856e3483e917927a5145https://doi.org/10.1287/mksc.2025.0159
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