Google doesn't disclose to ad publishers what percentage of the ad revenues they're getting. Google's pitch is "Sign up and find out how much you'll make!" because they don't have much competition from the other big guys yet, such as Yahoo! and MSN. Yahoo!'s new Yahoo Publisher Network (beta) has a chance to grab market share from new international Web publishers by revealing how much ad publishers will make. I mention new international Web publishers, because already-established ad publishers will be very reluctant to change over from Google's AdSense due to all of the hassles of making a switch, and those current ad publishers are generally in North America, Google's backyard.
Two major problems with Yahoo!'s YPN are that it's a beta and that they choose which ad publishers get to participate in it. One minor problem (because it's temporary) is Yahoo!'s network of advertisers is much smaller than Google's, limiting income for ad publishers.
Stay tuned over the next several months, because I intend to find out how much can be made on a new blog such as this one, which doesn't have a lot of subscribers and visitors yet and basically has no "Blog Juice" at 0.1 (that's my ranking after nearly three months, 84 posts, more than 1,000 visitors, 5 subscribers, and barely 20 links, according to Yahoo!, so we'll see how it improves -- or slides, as the case may be! -- over time):
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