Let's guess. It has been said many times that the average is 30/70, Google/Publisher, based upon "Traffic Acquisition" costs, as stated in Google financial reports. This has been pretty consistent over time. However, all publishers are NOT paid equally. I say for the top high-volume publishers, it is a 10/90 split, Google/Publisher. I say for some low-volume publishers, it can be a 80/20 split, Google/Publisher. (It takes a LOT of 80/20 splits, to bring the average up to 30/70.) What is a top publisher? 1. The higher the Impressions you can provide, the more Google likes you, and the more money you can get. Organic Google Search ranking is the most important factor, since most of most people's traffic comes from Google. 2. The higher the CTR you can provide, the more Google likes you, and the more money you can get. The publisher can partially control this by selecting the best ads, and the best placement. The publisher must ensure that the ads on each page are perfectly targeted. This is usually easy with Google. Again, I have recently noticed a remarkable correlation between CTR and eCPM. The higher your CTR, the more you are paid. But it must be legitimate. 3. The more money involved in your NICHE, the more Google likes you, and the more money you can get. Toilet paper roll doily ads will never fetch much cash, whereas financial type sales can bring in big money (credit, insurance, loans, real estate). . .