I don't see how they can be more transparent than they are. My personal opinion is that there are so many blogs on the web that unless one is famous or rich (and can pay for advertising), it's a dead end.

I see blogs as writing about personal events in one's own life. It's over subscribed. I noticed that all the people who got the definite payment for 4 articles were all writing about specific things like IT, or whatever. They were based on teaching people skills, etc. (Not writing.)