Google the Search giant was the first company to meaningfully monetize the Advertising model across the spectrum of the Web from Large to the Smallest Publishing Networks. As other forms of web have emerged like Mobile Apps, Facebook, Twitter, etc the Ad Dollars are increasingly shifting to places where there is consumer engagement model.
In the latest quarterly results of Google, the number of aggregate paid clicks, or the total number of times a user clicks on an ad, increased 26% on a yoy basis in 1Q14. This compares with 31% yoy growth in 4Q13 and 20% yoy growth in the year ago period. On a sequential basis, paid clicks declined 1% which is below an average increase of 5% qoq over the prior three March quarters. CPCs declined 9% yoy during the period and were flat qoq (FX had a minimal impact on CPC growth). As management has stated previously, CPCs (and overall click trends for that matter) are affected
