A thread at Search Engine Watch Forums named Will AdSense Improve Given Competition? discusses the strategies Google can use to control advertisements on publishers content. With Yahoo! on the horizon of their own flavor of Yahoo! AdSense, Google has been revving up features and benefits for their publishers. We recently had reports that AdSense Sales Team Reaching Out to Publishers, but is that all?
Jenstar replies to the question stating that "There is no evidence" that Google will increase the percentage of revenue share towards the benefit of the publisher. She goes on to explain that revenue is determined by dozens of factors and to simply increase revenue share will not make all publishers happy. She goes on to further explain;
The last thing they want is a lot of grumpy publishers complaining about a dropping EPC, because grumpy publishers are much more likely to try out the competition than happy ones.