purplecape - 2:57 pm on May 24, 2010 (gmt 0)

Why is that figure surprising? People who calculated it, using Google's financial reports, have always found it to be 65-70%. That's been posted here a few times over the years....

Of course, that's the overall share, so some publishers could be making more than others. I don't see anything in the post that says all publishers get the same share.

Interestingly, Google also makes a point that is I've heard a few times here: "Additionally, when considering different monetization options, we encourage you to focus on the total revenue generated from your site, rather than just revenue share, which can be misleading. For example, you would receive $68 with AdSense for content for $100 worth of advertising that appeared on your site. If another ad network offers an 80% revenue share, but is only able to collect $50 from ads served on your site, you would earn $40. In this case, a higher revenue share wouldn’t make up for the lower revenue yield of the other ad network."