Google’s TAC Increased Almost Fivefold Over a Decade: Chart

The U.S. Justice Department’s landmark antitrust case against Google over online search follows an almost fivefold increase in traffic-acquisition costs over a decade. Those expenses have risen along with Google’s advertising sales, which dominate parent Alphabet Inc.’s total revenue, and reflect payments to partners like web publishers, handset manufacturers and mobile carriers. According to the government’s lawsuit, Google cut hefty revenue-sharing agreements with major carriers to box out competing search engines and browsers. In a blog post in response to the complaint, Google Chief Legal Officer Kent Walker said, “People use Google because they choose to, not because they’re ...