Google’s flagship product is the Google search engine, which provides search results to consumers, who pay for the service with their data. Almost 90% of Google’s revenues stem from adverts, such as those it shows consumers in response to a search query. In 2004, Google entered the separate market of comparison shopping in Europe with a product called Google Shopping. This product allows consumers to compare products and prices online and find deals from online retailers of all types. In order to be competitive, comparison shopping services rely to a large extent on traffic. More traffic leads to more clicks, more revenue and more retailers wanting to list their products with a comparison-shopping service. Given Google’s dominance in general internet search, its search engine is an
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