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There’s been a lot of talk about Google Adsense recently. Tech Crunch posted a story that details how Google has been pulling out all of the stops in adding increased coin to their balance sheet. They’re going off into areas where we wouldn’t expect them to go. For instance publishing ads that essentially go to a “parked page” that only serves up more Adsense ads.



Google is notorious for basically giving no PR to a parked page. It’s nearly impossible for a parked domain to gain any significant page rank value. In fact in many cases some very high profile “category killer” domains are left to play in the sand box. A classic example is Candy.com, it’s hopelessly lost.

One great way for Google to squeeze out some more from the Adsense revenue would be to adjust the revenue share that they split with publishers/aggregators. Unless you have a huge amount of traffic coming to your site (domains) you won’t be signing a deal with Google directly and therefore you’ll never know what you’re rev share split is. The very nature of how the system works (with publishers, aggregators and Google) guarantees zero transparency. Additionally the PPC bidding system assures daily fluctuations. So if on Tuesday a publisher was earning $.30 per click and on Friday $0.25 per click there’s no way for anyone but Google to know why.

This would be a great oppourtunity for Yahoo to open things up and allow for guaranteed revenue share rates. If Yahoo were to guarantee say 80% rev share across the board there would be a mass exodus by every major publisher. The amount of ad inventory would skyrocket. They might be giving up less than 80% currently but in what they loose on rev share they would no doubt make up for in volume. The fact that these are ads and not natural search result listings should negate the arguement that Google provides better natural search results.
Yahoo publisher network hasn’t ever really taken off, this might be a great way to accelerate growth.

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