Google Profit, Lower CPC, Driven By Mobile Wrapped In Machine Learning, AI

Alphabet, Google’s parent company, served up a little surprise for advertisers Thursday when it released earnings. The company managed to lower the cost per click for online search advertising, yet eke out a profit — something analysts worried about since Google began pushing advertisers toward the mobile Web and apps. Google finally sees scale in mobile. In fact, mobile became the primary growth driver for Alphabet’s financial success — $2.1 billion in revenue, up 21% year-over-year — during the second quarter of 2016. Ruth Porat, Alphabet CFO, during the earnings call said the company also “benefited from solid growth in desktop and tablet search, as well as continued strength in YouTube and programmatic advertising.” Technology makes it easier to identify intent signals through mobile search, video and programmatic that drive advancements to…


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