Google's Alphabet on Monday announced financial results for the quarter and fiscal year ended in December. The company reported a year-on-year increase in revenue of 18%, and a 17% increase in
advertising revenue. Paid clicks on Google websites increased by 40% year-on-year, compared to just 2% growth in paid clicks on Google Network Members’ websites. “The primary driver [of
growth] was the increased use of mobile search by consumers, benefiting from our ongoing efforts to enhance the efficacy of mobile search, as well as from the holiday season. In addition, results
reflect ongoing momentum in YouTube and programmatic advertising,” according to Ruth Porat, CFO, Alphabet. Porat didn't break out programmatic revenues. However,
ExchangeWire reports:
"What is known is that the number of clicks is increasing, but that the revenue per click is declining. Overall, the increase in click volume is enough to mean that revenue from advertising is still
on the rise."
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