In upbeat Q4, Google improves mobile ad results

Google's strong fourth-quarter results included a better cost-to-click ratio among mobile ads, the company reported Tuesday as well as a decline in how much the company pays to distribute its search results on competing platforms, including Apple' iOS-based devices. Mobile ad rates improved compared with revenues derived from desktop sales, although CEO Larry Page declined to say when they would reach parity. Higher rates for tablets appeared to spearhead the advance.

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