Google AdSense is making two changes to its platform: updating its revenue-share structure and moving to paying publishers by impression. These changes will provide a more consistent and transparent way for publishers to monetize their content.

Updating the AdSense revenue share structure

Previously, AdSense charged a single fee for its service. However, the company is now splitting this fee into two separate rates: one for the buy-side and one for the sell-side. This means that publishers will now receive 80% of the revenue after the advertiser platform takes its fee, whether that be Google’s buy-side or a third-party platform. This will help publishers to compare the differing fees across the various technologies they use to monetize their content.

Moving to per-impression payments for publishers

AdSense is also moving to the display industry standard of paying publishers per impression. This means that publishers will now be paid for every time an ad is displayed on their website, regardless of whether it is clicked on. This will provide a more uniform way for paying publishers for their ad space across Google’s products and third-party platforms.


These changes are expected to go into effect early next year. Publishers do not need to take any action in order to implement these changes.

Impact on publishers

Google says that it does not expect publishers to see a change in their earnings as a result of these updates. However, some publishers may see a slight increase or decrease in their earnings depending on the type of ads they display and the platforms they use to monetize their content.

Overall, these changes are aimed at making AdSense a more transparent and efficient platform for publishers. By simplifying the revenue-share structure and moving to per-impression payments, Google is making it easier for publishers to understand and manage their earnings.