[t0pj]

Google-owned sites generated $3.81B while partner sites generated $1.69B.

I think the act of comparing the amount Google makes from AdWords to AdSense is moot -- Both of these channels are very successful. Both of these numbers end with a capital "B".

So question: Do I become an ad broker and take on Google or simply utilize Google to display ads on my property and make some coin?

At this point, I don't care how much Google is making off of me as a percentage, but I do care how much money I actually do put in my own pocket.