comScore reports a downturn in Google’s paid clicks.

Reduced paid clicks translates to reduced advertising revenue.

Google is the warm, glowing center of the Web 2.0 advertising economy.

If it’s hurting, we all hurt.

This all sounds pretty bad.

They say, a downturn in the economy is to blame.

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That makes sense, fewer shoppers means fewer people clicking to buy. That not withstanding,

comScore is not always perfect — especially when it comes to Google.

My opinion?

This time they are more right than wrong.

That doesn’t mean that the world is ending.

It’s time to start thinking about monetization again.

It’s time to start ramping up your own ad sales teams.

It’s time to start searching out other ways to transform scale into income.

Never tie your entire revenue stream to the back of a single company.

I’d still buy Google.

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