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Mobile ads remain challenge at Google

Google’s profit of $12.01 a share is up from $10.65 a year ago. Still, the company is facing with lower ad prices on phones.
Google’s profit of $12.01 a share is up from $10.65 a year ago. Still, the company is facing with lower ad prices on phones.Karsten Moran/The New York Times

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There is no denying that Google has become a mobile company. Now, Google — along with shareholders, industry partners, and advertisers — is trying to figure out what that means.

In areas like mobile advertising, Google is wrestling with how to make as much money as it has on ads that appear on desktop computers. Its fourth-quarter earnings report Thursday showed that it is continuing to struggle with lower ad prices on phones.

In other areas, like manufacturing smartphones, Google has decided that the business is better left to someone else.

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