The biggest gripe that I heard over and over again at the SES conference last September was that Google lacked transparency. Especially in it’s reporting on clicks from content sites in the AdSense network.
In the next two weeks, Google will be rolling out the new reporting called “Placement Performance” which will show advertisers exactly which sites have displayed their ads along with a number of other metrics to help determine which sites perform best. The next step is to exclude sites that are poor performers from the buy.
This is a big step for us as advertisers and something that has been sorely lacking. For more info, see this article