Alphabet's traffic acquisition costs hit $7.44B for Q4, up from $6.58B in Q3, and ad revenue grew 20% YoY to $32.6B, amid competition from rivals like Amazon (Sara Salinas/CNBC)

Sara Salinas / CNBC:
Alphabet's traffic acquisition costs hit $7.44B for Q4, up from $6.58B in Q3, and ad revenue grew 20% YoY to $32.6B, amid competition from rivals like Amazon  —  - Traffic acquisition costs as a percent of advertising revenue came in at 23 percent, matching analyst estimates and falling right in line with previous quarters.

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