In preparation for the upcoming deadline on Thursday, Google has recently revealed a comprehensive plan detailing the modifications it's implementing to comply with the European Union's Digital Markets Act (DMA). This pivotal act demands tech giants to make substantial changes to their operations, and Google's response showcases over 20 significant adjustments, affecting search users, advertisers, and app developers alike.
Enhancing search fairness with external results
One of the most notable transformations involves Google's search engine. You'll notice a significant change when you search for travel-related services like flights or hotels. Historically, a search for, say, a one-way ticket to Paris would predominantly display Google's own Flights unit. This in-house tool offered flight pricing, overshadowing external price comparison services. Competitors like Kayak and Tripadvisor have long expressed discontent with Google's dominance in this area. However, the tide is turning. From Thursday, in the EU at least, these searches will include results from such external aggregators alongside Google's own. This move towards inclusivity promises a more balanced and comprehensive search experience for users.
A shift towards choice and flexibility
Android users, you're in for an upgrade in flexibility and choice. Google is introducing enhanced mechanisms to switch your default search engine or browser easily. This upgrade isn't just about introducing more choice screens but about providing a level playing field for alternative products. While Google started offering such choices in 2021, the latest iteration will see these options become more prominent and frequent during initial setup and throughout the device's usage. The good news doesn't stop there – desktop Chrome and iOS users can expect these enhancements shortly, too.
Revamping digital consent and app billing
Google is also redefining how it handles digital consent for advertising. Now, as a user, you'll have to actively opt into sharing your data across Google's various platforms for personalised advertising purposes. This change is primarily managed through the settings page, but don't be surprised if you come across consent banners during your browsing sessions.
A vital element of the DMA revolves around the flexibility of billing systems within app stores. In response, Google's user-choice billing (UCB) program extends its reach. Initially aimed at app developers, it's also opening up to game developers. This inclusion means developers can opt for their billing systems, which promotes diversity and choice within the Android ecosystem.
Additional insights for advertisers and enhanced data portability
In a move to further transparency and privacy, Google is set to provide advertisers with additional data, meticulously balanced to protect user privacy and sensitive commercial information. Additionally, the much-anticipated Data Portability API will debut this Thursday, simplifying the process for users wishing to transfer their data away from Google's products.
While Google has subtly indicated that some of its bespoke features might lose their edge due to these changes, it's clear that the overarching goal is to foster a more equitable digital landscape.
