Algorithms and Search Engines
Algorithm Workshop
15 Feb 2017
Thomas Höppner
„Black Box“ Search Engine
„For something that is used so often by so
many people, surprisingly little is known about
ranking at Google. This is entirely our fault, and
it is by design. We are, to be honest, quite
secretive about what we do”.
Udi Manber, Google Vice President of Engineering,
Official Google Blog, 2009.
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Basic Model: Three-Sided Platform
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Typical Search Engine Results Page
(SERP)
Organic
Results
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Power of Search Algorithms
… or how
• Google‘s Webmaster Guidelines and
AdWords Policies, e.g.
– Prohibited Content
– Prohibited Practices
– Editorial and Technical Standards for ads,
websites and apps
• Search Engine Optimisation (SEO) and
• Search Engine Marketing (SEM)
shape the face of the Internet
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The Issue of Search Bias:
Incentives of Search Engines to
Distort Competition
"to the degree that we host content, we
ultimately have a monetary incentive to drive
people to those pages"
(Former Google Manager, Marissa Mayer 2007)
"It is very difficult even for experts to evaluate
search engines [..] this type of bias is very
difficult to detect but could still have a significant
effect on the market”
(Google Founder Page & Brin 1998)
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European Commission‘s Preliminary
Findings – Case 39740 Google Shopping
“Google is abusing a dominant position [..] by
systematically favouring its own comparison
shopping product in its general search results pages in
the (EEA). The Commission is concerned that users do
not necessarily see the most relevant results in response
to queries – to the detriment of consumers and rival
comparison shopping services, as well as stifling
innovation.”
(European Commission, Press Release 15 April 2015, MEMO/15/4/4781)
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Effects of Algorithmic Changes on Traffic:
Example of Google‘s Panda Update
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Regulatory Approaches to Address
Algorithmic Search Bias: Overview
1.
2.
3.
4.
Ex-Ante regulation of changes to the algorithms
Labelling of algorithmic manipulations / search bias
Publication of algorithms
Functional separation of general algorithms from
other search services
5. Regulatory minimum requirements for algorithms
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Regulatory Approaches I
Ex-Ante Regulation of Algorithmic Changes
How could it work?
Pros?
Cons?
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Regulatory Approaches II
Labelling of Search Manipulations / Bias
How could it work?
Pros?
Cons?
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Regulatory Approaches III
Publication of Algorithms
How could it work?
Pros?
Cons?
“We don't have better algorithms than everyone else;
we just have more data.“
(Google Chief Scientist, Peter Norvig, 2009)
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Regulatory Approaches IV
Functional Separation of Algorithms
How could it work?
Pros?
Cons?
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Regulatory Approaches V
Regulatory Minimum Requirements
How could it work?
Pros?
Cons?
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Remedy envisaged by European
Commission in Competition Case
“in order to remedy the conduct, Google
should treat its own comparison shopping
service and those of rivals in the same way.
This would not interfere with either the
algorithms Google applies or how it designs
its search results pages. It would, however,
mean that when Google shows comparison
shopping services in response to a user's
query, the most relevant service or services
would be selected to appear in Google's
search results pages”
European Commission, MEMO/15/4781
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Thank you!
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