Google may make more press for its NSA ties and self-driving cars, but at its core it is an advertising agency and an increasingly unpopular one at that. And it is not just Matt Cutts and his merry band of pranksters getting people’s shackles up by banishing companies from search. Google’s transparency in how it divides up the advertising loot with independent publishers has also come under fire for a lack of openness and transparency.
Last week, a web publisher of a popular blog with more than one million unique readers approached me with an annoyed question. Google says that it pays her 80-90 percent of the advertising revenue generated on her site. But it offers no transparency whatsoever in reporting how much money is made on her page.
Why won’t it be clearer on how the pie is really divvied up?
As her advertising manager walked me through the…
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