We all play the monthly search share game but it has become a bit more complicated as of late. We now have to pay attention to whose numbers are being considered and what they are using to measure this important metric. It used to be that we would take comScore at its word (which is admittedly a dangerous play) but other players like Chitika have raised the bar by at least playing in the same ballpark as comScore. Now comScore is adjusting its measurement techniques.