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Here's What Marketers Should Note From Google's Second-Quarter Earnings

Strong demand from advertisers powered yet another better-than-expected quarter for Google parent Alphabet, Inc. Alphabet's revenue, fueled almost entirely by Google's advertising business, grew 21% from a year earlier to reach $21.5 billion in the second quarter, according to a report in the Wall Street Journal. Profit jumped 25%. "The main driver for Google’s second-quarter revenue growth was mobile, the company said, specifically from mobile search. Much of Alphabet’s revenue growth during the quarter came from the sites Google owns, such as its search engine and YouTube, rather than its network, through which it places advertising on sites and apps owned by other companies. Revenue from Google sites grew 24% during the second quarter, compared with just 3% revenue growth across Google’s network. Any growth on the network side was largely a result of 'strong growth of programmatic,' said Ruth Porat, chief financial officer for Alphabet and Google."

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