Potentially, this makes it possible for Google to keep back more money for itself in rough times, as an easy way to boost its bottom line. Google’s incredibly hypocritical in its failure to disclose its AdShare split. For years, the company has run a campaign that the web should be more open with data, though it’s most vocal about being “open” in areas where it is behind competitively (see Google: As Open As It Wants To Be). Google’s the leader in contextual ads that AdSense provides. Apparently, it sees no need to be open there.
Google also has tried to fend off claims that it has a monopoly or should be subject to anti-trust action countering that people can take their data with them and leave Google. There’s even the Google Data Liberation Front team designed to encourage this within Google. But how exactly how much Google’s has kept back for itself from AdSense should also be “your” data — and liberating that is impossible if it’s not provided at all.
As it turns out, it was an anti-trust action that sparked the latest news on revealing an AdSense split. Last August, the Italian Federation Of Newspaper and Periodical Publishers (FIEG) asked Italy’s AGCM — similar to the US Federal Trade Commission — to examine if Google’s acting in an anti-competitive manner