I was thinking about PPC companies and their struggles with clients. I imagined myself being the owner of the PPC company and also I imagined myself being a Publisher. I, the PPC company want the most from the advertiser's money. I, the Publisher want the most from the advertiser's money. Ok, it looks like a scene where there's a ring, and a piece of meat is thrown to the scene and the two hungry tigers fight to get the most of the piece of meat. The problem is of course, for I, the publisher, is that I can't decide how much will go to me, because I'm the meat is cut into two pieces. One pieces goes to me and the other goes to the PPC Company. So here is my question: At what point , does the PPC company limit itself to give me a certain amount of money off the click. How I am being hard cut? What goes in the mind of the PPC Company? How do we know that we are paid the most of the bang? But yet again, isn't that exactly what the other party wants? In brief: Companies that pay the most of the click to the publisher are bound to have more success... I was TOL (thinking out loud), any comments much appriciated.