France-based Pricing Assistant has emerged victorious in this year’s Startup Competition at the LeWeb London conference. The company monitors online retailers’ rivals, sending alerts when prices change and allowing them to adjust their prices automatically in order to stay competitive.

The competition began with 16 teams pitching across the two days of the conference. A panel of judges whittled them down to three finalists, with UK-based GeneTrainer (which took the silver award) and Israel’s MyPermissions (which eventually took bronze) joining judges Philippe Botteri (Principal, Accel Partners), Lukasz Gadowski (Co-Founder & Partner, Team Europe and David Hornik (General Partner, August Capital) for a more in-depth Q&A on the main stage.

The judges said that the final decision was close and Gadowski noted that he’d be interested in talking to all three finalists about possible future investments.

Bronze winner MyPermissions yesterday launched a certifications program for developers who want to establish trust in the way they utilize their users’ data.

LeWeb London 2013 is the first event since Loic and Geraldine Le Meur sold a majority stake in their tech events company to Paris-based conference company Reed Midem, which runs a number of high-profile events in Cannes, France, including music industry event Midem and television convention MipTV, both of which we’ve reported from in the past couple of years as they have become more focused on how tech startups are transforming these industries.