Google's Adsense revenue share revealed

In the spirit of transparency and perhaps a shot across the bow to Apple's iAds, Google released their revenue sharing for Adsense today.

In a post this morning on the official Inside Adsense blog, Google (GOOG) finally revealed on of the ratio of ingredients to its advertising 'special sauce'.

Content publisher revenue share is 68% Worldwide and Google notes that the figure hasn't changed since it began in 2003.  Google says its 32% share of the revenue "reflects Google's costs for our continued investment in AdSense — including the development of new technologies, products and features that help maximize the earnings you generate from these ads. It also reflects the costs we incur in building products and features that enable our AdWords advertisers to serve ads on our AdSense partner sites."

Adsense for Search partners don't see quite as much money.  Google reports that they get just over half of the total revenue at 51% and have  since 2005, when Google increased it.  Google says that their increased take on Search is due to the "research and development involved in building and enhancing our core search and AdWords technologies."

Apple (AAPL) announced a 60-40 revenue split with developers/publishers on its iAds program at its iPhoneOS event in April and is likely to talk more about the new advertising system next month at its WWDC.

Google is perhaps showing mobile publishers that they will receive a higher percentage of the revenue take from ads placed from its service opposed to Apple's new iAds.