Finally, after years with the Adsense product, Google finally reveals how much it takes from the revenue. The secret number: 32% worldwide. This means that publishers keep 68% of revenue generated from running Google Adsense on their site. You can read more about this from the Google Adsense blog post here.
Google has always been a black box when it comes to their cash cows: Adsense and Adwords (the two sides of their advertising product). I think this a great step towards transparency for Google, since for years they held the idea that as long as their stock price keeps going up, investors should be happy even if they had no idea how Google actually calculates revenue.
The 68% revenue is for Adsense for content publishers. Google’s search partners get less coming in at 51%. Google does go on to say that revenue from different products they offer differ because of costs to operate those products, which is understandable. Hopefully over time they will be even more transparant with their products since without partners (content publishers), Google would lose a lot of business.