Google paid $7.4 billion to acquire traffic during the fourth quarter

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Google parent Alphabet reported its fourth quarter earnings for 2018 today, and we’d like to focus on the parts of the report that were related to Google. For the three month period from October through December, advertising revenue hit $32.6 billion, a 20% increase year-over-year. That was the same growth rate as reported for last year’s fourth quarter, which worries some analysts.
Google also had to pay more to attract traffic. Including money spent to become the default search engine on iOS devices, the company paid out $7.45 billion to acquire traffic during the …

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