Google's Growing Infrastructure Advantage

Google's content comprises between 6 and 10 percent of global Internet traffic, making its internal network one of the top three ISPs in the world, according to Arbor Networks. However, the total volume of traffic is just one measure of how big a web presence a company has — the other is how it can leverage that scale to cut its costs and boost its ability to better serve customers. For Google, which has long seen its infrastructure as a competitive advantage, the ability to keep its mighty web traffic on its own network rather than pay others to deliver it is a margin-boosting — and quality-boosting — advantage.