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by Samantha Noble on 18th May 2010
Marketers are being told by a "search engine guru" that Google may be about to reveal how much money it keeps for itself from AdSense advertisements carried by online publishers.
Writing for Search Engine Land, Danny Sullivan said that the internet company may potentially be keeping back more money for itself "in rough times" and giving less to outlets such as news websites.
He suggested that its inability to release figures to date could make it vulnerable to anti-competition claims, a point that may interest marketers who use PPC services.
The expert highlighted the case of the Italian Federation of Newspapers and Periodicals asking a national authority to look at Google conduct.
Mr Sullivan, who has been covering search engine developments since 1995, said that it was this action that "sparked" the possibility of the company finally publishing its share of AdSense money from advertisers.
Google advertises the feature as a "hassle-free" means to earn revenue for website publishers by displaying another brand’s promotion on their website.