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:

So … when Google shot the lights out with their numbers, Comscore claims they were “directionally correct”. Refer article on Seeking Alpha, “Why Was Everyone Wrong on Google?” by Paul Kedrosky.

Hhmm, when I grew up in Australia, I think we used the expression … “missed by a country mile, mate”.
Comscore is in the business of internet measurement – generating ≈ $100 million per annum (directionally correct). Naturally, they were quick to respond to claims that they were wrong … refer media coverage:

I’ve been in and around internet applications and analytics for around nine years now … it all boils down the to the math and the assumptions. Comscore was quick to 'predict' the decline ... Now they are equally quick to point out how the math is different and the elements they do not measure ... At the end of the day whichever math they use, they hit the media ... fuzzy math = media coverage ... However, better not be 'wrong' or cry wolf too many times.

Independent of the underlying math here, the continuing revelation is that the logic continues to be up and to the right … Sorry, doomsayers, not this quarter (even “doomsayers in the know”).

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