GOOG · 10-Q · 2026Q2 · Full report

Distribution Channels and TAC

Alphabet Inc. · 2026-07-23 · Importance 19 · Surprise 6 · Contradicted

Google distributes search access points and other ad-supported services through browser providers, mobile carriers, original equipment manufacturers, and software developers. Google Network advertising is distributed through AdMob, AdSense, and Google Ad Manager partner properties. Traffic acquisition costs increased primarily because of higher payments to distribution partners as revenue subject to TAC grew. The TAC rate declined from 20.6% to 19.8% year over year, mainly because revenue mix shifted from Google Network properties toward Google Search & other properties.

Key facts

Traffic acquisition costs (TAC) for the three months ended June 30, 2026 were $16,179 million ($16.179 billion). source
TAC rate decreased from 20.6% to 19.8% from the three and six months ended June 30, 2025 to the three and six months ended June 30, 2026. source
We webcast our earnings calls, as well as certain events we participate in or host with members of the investment community, via our investor relations YouTube channel and website. source
Our investor relations website provides notifications of news or announcements regarding our financial performance and other items that may be material or of interest to our investors, including SEC filings, investor events, press and earnings releases, and blogs. source
We share Google news and product updates on Google’s Keyword blog at https://www.blog.google/. source
We share Google news and product updates on the News From Google page on X at x.com/NewsFromGoogle. source
Our executive officers may use certain social media channels, such as X and LinkedIn, to communicate information about earnings results and company updates. source
Corporate governance information, including our certificate of incorporation, bylaws, corporate governance guidelines, board committee charters, and code of conduct, is available on our investor relations website under the heading "Governance." source

Impact estimates

metric	direction	stage	expected	basis
operating_income	negative	realized	-13.5%	Traffic acquisition costs (TAC) for the three months ended June 30, 2026 were $16,179 million ($16.179 billion).