avalon37 - 4:21 pm on Apr 18, 2013 (gmt 0)
Google is probably just "keeping" a much higher percentage of the CPC prices that advertisers are paying. That would explain the plummeting CPC prices publishers are earning. There is no set split of earnings, for example a 50/50 or 60/40 that they (Google) is legally bound to follow. They could essentially keep 99.99% if they wanted to right? Sure that would run the risk publishers leaving, but legally they can do anything they want when it comes to earnings split correct?
They can't not report accurate number of clicks, but they control the payout 100% and my guess is they just want more of the earnings.