Google's financial statements for the three months ending March 31 reveal they spent 31% of their advertising revenue on traffic acquisition costs. This totalled $1,125 million for the quarter, compared to 30.7% or $976 million in the quarter ending December 31, 2006 and compared to 32.5% or $722.7 million for the three months ending March 31, 2006. Google's financials state: Of greater significance for peons such as mayself is the statement: The implication is most AdSense publishers are getting something less than 30 cents per dollar of ad revenue on their sites. Interesting stuff.
I think you have something a little wrong. You have to take the Traffic Acquisition Cost as a percentage of the Content Network Revenue, not all advertising revenue. Since Google gets somewhere around 40% of their revenue from the Content network, this works out to about 75% revenue share for publishers. That's in line with the figures I've heard reported before.