Google AdSense to switch to per-impression payments in 2024

Google has recently unveiled two key adjustments to its AdSense platform, assuring publishers that these changes won’t impact their earnings or payments but aim to bring greater consistency and transparency.

Currently, Google compensates publishers based on the “per click” model, wherein they receive payment when users click on an ad on their websites. However, AdSense is transitioning to a “per impression” payment model, which aligns with the industry standard for display ads, such as banners and boxes.

This shift is aimed at creating a more uniform payment structure for publishers, allowing them to compare their earnings across various platforms and technology providers more effectively. It’s important to emphasize that this transition will not affect the type or quantity of ads publishers can display on their websites.

Additionally, Google is modifying the AdSense revenue share structure. Instead of processing fees in a single transaction, they will be split into separate rates for the buy-side and sell-side. Publishers will receive 80% of the revenue for displaying ads with AdSense for content after the advertiser platform deducts its fee, whether it’s Google’s buy-side or third-party platforms.

Google has assured publishers that they will still retain approximately 68% of the revenue under these changes. For instance, when Google Ads purchases display ads on AdSense, Google Ads will typically retain 15% of the advertiser spend. The exact percentage may vary since Google Ads doesn’t impose a fixed per-impression fee, as many advertisers prefer to pay based on user actions like clicks or conversions.

These alterations are set to be implemented “early next year,” and publishers won’t need to take any specific action. Google has conducted testing to ensure that these changes won’t adversely impact publishers’ earnings, and they anticipate a seamless transition.