Nonetheless, advertising is just one of many businesses under Alphabet's umbrella. If the company broke up, that would put many of its businesses under separate management teams, which could lead ...

Google Creates Alphabet, A New Umbrella Company For A “Slimmed-Down Google” Sundar Pichai, now Google CEO, will focus on the core business, while Google X and other far-flung efforts get split ...

Google's move under the Alphabet umbrella won't affect traders. Google shares will convert into Alphabet shares, though they will continue to trade on NASDAQ as GOOGL and GOOG.