Tuesday, May 18, 2010

Google agreed to disclose AdSense Split to Italin Newspaper

Due to an anti-trust investigation in Italy, Google may have to disclose that how much it keeps from an Adsense Split as at least  in case of Italian newspapers. It’s a simple enough thing to provide. Google brokers ads for web sites, keeping some of what an advertiser will spend for itself. Imagine that an advertiser agrees to pay $1 per click for an ad distributed through Google’s AdSense network. Google might pay publishers carrying that ad 90% of the amount — or 75% — or 50% — or whatever it decides. Publishers themselves aren’t told how much is kept.

Potentially, this makes it possible for Google to keep back more money for itself in rough times, as an easy way to boost its bottom line. 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 (see Google: As Open As It Wants To Be). 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. There’s even the Google Data Liberation Front team designed to encourage this within Google. But how exactly how much Google’s has kept back for itself from AdSense should also be “your” data — and liberating that is impossible if it’s not provided at all.
As it turns out, it was an anti-trust action that sparked the latest news on revealing an AdSense split.  Last August, the Italian Federation Of Newspaper and Periodical Publishers (FIEG) asked Italy’s AGCM — similar to the US Federal Trade Commission — to examine if Google’s acting in an anti-competitive manner

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