Google Announces Paid Auction System for Android Search Choice Screen
Google reveals a new auction-based system that forces rival search engines to bid for placement on the European Android choice screen. Competitors immediately criticize the model as a pay-to-play scheme that undermines fair competition.
Google announces a new search engine choice screen for Android users in Europe that starts early next year. The screen displays three rival search providers alongside Google's own service during device setup or after a factory reset. This change stems from the European Union's record-breaking $5 billion antitrust fine against Google's Android business practices.
Rival search engines secure one of the three available slots through a fixed-price sealed bid annual auction. Providers state the price they are willing to pay each time a user selects them from the choice screen, and the three highest bidders above a set threshold win placement. If there are not enough eligible bidders, Google randomly selects from a pool of qualifying applicants to fill the remaining slots.
Competitors quickly criticize this auction model as a pay-to-play system that favors Google's deep pockets. Device makers still have the option to bundle a non-Google search engine by default, but they have to pay Google for that right, and the choice screen does not appear on those devices. Users always retain the ability to change their default search engine and customize their apps after the initial setup process.