Comscore Logic ≠ Google Revenue Growth …

restated as … Comscore ≈ Σ(measured clicks)+/- {insert margin of error, PR spin}

Blogosphere … Google 1; Comscore 0

Comscore is in the business of measurement of clicks. Google is in the business of monetization of clicks. The big disconnect over the past 24 hours was that Comscore had effectively convinced the market that Google search was down – predicting that digital advertising revenues were ‘off’ … and well, err, seems they were wrong.

Here is Comscore’s analysis and position …

Comscore Blog - "Why Google's surprising paid click data are less surprising" by Magid Abraham (James Lamberti, SVP of Search and Media at comScore, is a co-author of the post) on February 29. 2008

The industry had well covered Comscore’s position – refer:

The Economist recently published an article on Online Social Networks entitled “Everywhere and Nowhere”.
The article leads with … “ Social Networking will become a ubiquitous feature of online life. That does not mean it is a business.” Moreover, it concludes with … “ Social Networking may end up being everywhere, and yet nowhere.”

Online / Digital Marketing Spend – not a business? Check again. Over $20 billion in revenues in 2007. Amount targeted towards niche social venues? – over $2 billion in 2007 (with this sub-segment projected to grow at a staggering 75% per annum). Why? They build targeted, relevant communities of interest. Conversations aggregate around communities of interest … not brand web sites. Savvy marketers understand the difference.