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Google’s traffic acquisition costs increase 13% as it shifts ads to mobile and programmatic

Alphabet Inc, the holding company of Google, posted net profit of $4.2 billion for the quarter ended March 31, 2016 (Q1 2016), a rise of 19.68% from $3.52 billion in the same quarter last year. The company also reported revenues of $20.26 billion, an increase of 17.38% from $17.26 billion in the same period last year. Alphabet's Other Bets division, which includes its fiber, home automation, life sciences and moon shot research business, reported revenues of $166 million up 107% from $80 million from the same period last year. Alphabet's net profit was hit due to a strong dollar. "We realized a negative currency impact on our revenues year-over-year of $762 million or $593 million after the benefit of our hedging program," Ruth Porat, chief financial officer said. Here are few takeaways from Alphabet’s earnings and call with analysts: Traffic Acquisition Costs (TAC) higher due to mobile and programmatic  Traffic Acquisition Costs (TAC), payments to other websites, stood at $3.8 billion for the quarter. This was up 13.24% from $3.35 billion in the same quarter last year. This represented 21% of Google's ad revenues. "The increase in both Sites TAC and Network TAC as a percentage of revenue reflects the fact that our strongest growth areas, namely mobile and programmatic, carry higher TAC," Porat told analysts in a call. Porat said spending on traffic acquisition is expected to keep rising as the shift to mobile continues. Investment in YouTube originals Google CEO Sundar Pichai said that the company is investing in YouTube Originals which would be…

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