Google's Onerous Balancing Act Between Privacy and Profit

Searching for a way to placate regulators while not throttling ad tech


Google’s parent company Alphabet is in a rare and potentially precarious position: It must answer growing public calls for privacy while placating governments eager to maintain market competition, all while continuing to impress Wall Street with its growth.

The search giant earned $45.8 billion in revenue in the final quarter of 2019, up from $39 billion 12 months earlier, with the vast majority of its income ($37.9 billion) generated through ad spend, according to Alphabet’s latest financial filing.

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