Revenue Share

What is Revenue Share?

Revenue share (rev share) is the percentage of ad revenue that a publisher keeps versus what the ad network or technology platform retains. When an advertiser pays $10 CPM for an impression on your site, the full $10 doesn't reach you — the ad network, SSP, and other intermediaries each take a cut. The remainder is your revenue share. Revenue share models are the primary way ad tech companies monetize their platforms.

Revenue share percentages vary widely across the ad tech ecosystem. Google AdSense offers publishers a 68% revenue share on content ads (publishers keep 68 cents of every dollar). Google AdX through Ad Manager offers approximately 80%. Premium managed ad networks like Mediavine and Raptive offer 75-90% depending on the publisher's traffic volume and tenure.

Why It Matters for Publishers

Revenue share directly determines how much of the advertiser spend reaches your bank account. A network offering $5 CPM with a 70% rev share nets you $3.50, while another offering $4 CPM with a 90% rev share nets you $3.60 — the lower CPM network actually pays you more. Always evaluate net revenue, not gross CPMs, when comparing ad networks.

Understanding the full revenue share chain is also important. In programmatic advertising, multiple intermediaries can each take a cut: DSP fees (10-20%), exchange fees (5-15%), SSP fees (10-20%), and ad server fees. By the time advertiser dollars reach the publisher, 30-60% may have been absorbed by the supply chain — a phenomenon known as the "ad tech tax."

Tips for Optimization

• Compare net revenue, not gross: When evaluating ad networks, always compare what you actually receive, not the CPMs they report. A transparent rev share makes this comparison possible.
• Negotiate as you grow: Many networks offer better revenue shares to larger publishers. Once you reach traffic milestones, negotiate improved terms.
• Reduce intermediaries: Where possible, reduce the number of middlemen between advertiser and publisher. Direct SSP connections through header bidding are more efficient than multi-hop waterfall chains.
• Demand transparency: Work with platforms that clearly disclose their revenue share. Opaque pricing models often hide unfavorable splits.
• Consider total value: Revenue share isn't everything. A network offering 75% rev share with excellent optimization technology might net you more than a 90% rev share network with poor demand.