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That was totally missing in the article. It'd be really interesting to see the difference between display advertising and ads in search results.

• saurik 15y ago
  From the actual filings this article is making those pie charts with, Google reports 72% of their advertising revenue comes from websites they operate. They also reported paying 51% (AdSense for Search) and 68% (AdSense for Content) of the fees (which they defined as the revenue) to the "Google Network Member". Doing the math out, that would indicate that the advertising profit from their own websites accounts for 85-90% of their total profit from advertising. In essence, the fact that they "run the largest display advertising network in the world" is actually in any way "where they make the money". (Of course, the money they get from that isn't "chump change", and I'd even make the argument that if they didn't run that off-Google advertising network their core advertising business would have less content available.).