Google Adsense Split To Be Revealed
Danny Sullivan tells us that Google May Finally Disclose AdSense Split. For the moment, that is true only if you’re an Italian newspaper. Thanks to an anti-trust investigation in Italy, Google may share how much it keeps. At least, that is, to Italian newspaper publishers.
Sullivan is rightly critical of Google’s stance on the Adsense split. That is the amount of money that Google keeps for itself from AdSense ads that publishers carry. As he points out:
Google’s incredibly hypocritical in its failure to disclose its AdShare split. For years, the company has run a campaign that the web should be more open with data, though it’s most vocal about being “open” in areas where it is behind competitively. Google’s the leader in contextual ads that AdSense provides. Apparently, it sees no need to be open there.
Google also has tried to fend off claims that it has a monopoly or should be subject to anti-trust action countering that people can take their data with them and leave Google. … Google’s lack of disclosure when it comes to AdSense payments has long seemed the chief area it might be vulnerable on anti-competition grounds.
This topic is of extreme interest to the host of people who are now using AdSense ads on their blogs. They all of course wish to maximize their revenues and indeed if they follow Patrick Sexton’s advice in his In Depth Guide to Improving your Adsense Revenue, they may do very well.
However the unknown in this scenario is the proportion of the revenues that Google receives on those advertisements which it will remit to its publishers. Perhaps the principal reason why Google does not wish to reveal that AdSense split, is because it wishes to retain the flexibility of adjusting the split up or down during hard times. That is fine for Google but leaves its publishers feeling they are at the mercy or whim of Google.
A stable AdSense split would avoid alienating their publishers. Losing the flexibility of adjusting the split up or down is only a small price for Google to pay for a better relationship with some important stakeholders in AdSense.
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