AdSense is largely a black box for publishers. They agree to carry ads from Google. Those ads generate revenue. Google deducts a cut and gives the rest to the publisher, but the percentage deducted isn’t disclosed. The exception is for large publishers who negotiate deals to carry AdSense ads. Right now, most publishers don’t know. But that might change in the future, says Google CEO Eric Schmidt. “Ninety percent of people seem to be quite happy with that [few details disclosed], because revenue keeps going up. And 10 percent want much, much more information for god-knows-whatever reasons,” he said. “We have a lot of ideas about giving you more information about traffic to the site, advertiser behavior. I don’t think we will ever fundamentally give people what the critics want there, because the net of that is that we would then become frozen in time,” said Schmidt.