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San Francisco Chronicle (January 26, 2018)

"Google again spending freely on wooing search users, cutting into profit"

By: Wendy Lee

Google provides the world's most popular search tool, but its ubiquity doesn't come cheap.

Analysts expect it will spend a record $21 billion this year on getting Web users sent its way by other businesses. Its accountants call those expenses "traffic acquisition costs," a category that includes payouts to companies like Apple and Mozilla that use Google search.

On Thursday, when Google parent Alphabet reports its 2017, financial results, investors will get a full accounting of just how much it's laying out to stay on top. (Read More)