Google AdSense will shift from a pay-per-click model to a pay-per-impression approach in 2024

According to Dan Taylor, Vice President of Global Ads, these adjustments aim to offer publishers a uniform method for comparing fees across the diverse technologies they employ for monetization.

Google is implementing two significant changes to its AdSense digital advertising platform, set to take effect early next year. According to Dan Taylor, Vice President of Global Ads, these adjustments aim to establish a consistent method for publishers to compare fees across diverse monetization technologies and enhance transparency in the media-buying process. Despite the updates, Google assures that publishers won’t see a shift in their earnings.

The first change involves transitioning AdSense from a pay-per-click model to the industry standard of pay-per-impression. This move aims to provide a uniform approach to compensating publishers for their ad space across Google’s products and third-party platforms, facilitating comparison with other technology providers.

The second change pertains to the AdSense revenue structure. Instead of processing fees in a single transaction, Google is now splitting the revenue share into separate rates for the buy-side and sell-side. Publishers displaying ads with AdSense for content will now receive 80% of the revenue after the advertiser platform deducts its fee, whether it’s Google’s buy-side or third-party platforms. This adjustment is designed to ensure publishers receive a higher share (80%) compared to the previous 68% when fees were processed in a single transaction, ultimately benefiting them by increasing earnings from displayed ads on their content.

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