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<em>TAC stands for traffic acquisition cost, and that is the rate to which Google has to spend resources </em>on<em> the percentage of its revenues to acquire traffic. Indeed, the TAC Rate shows Google percentage of revenues spent toward earning traffic toward its pages, and it points out the traffic Google acquires from its network members. In 2017 Google recorded a TAC rate on Network Members of 71.9% while the Google Properties TAX Rate was 11.6%.</em>