Google's power in the search ecosystem is largely derived from its exclusive agreements and significant market share. It secures search exclusivity on devices, enhancing its mobile and tablet search revenue [3]. The company's dominance is reinforced by its control over baseline distribution of Google apps through Android, which supports its competitive position against rivals like iPhone [6]. 

Additionally, Google's superior search engine quality and substantial investments in search technology contribute to its strength. The focus on user relevance in search ads and innovations like auction-time bidding further solidify its market preferences, making it difficult for newcomers to compete [5][4][7]. Google's high market share creates substantial barriers to entry, allowing it to dominate the search landscape [1].

20231103-APM-BT34-Google.pdf

What's Google's power in the search ecosystem?

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