YouTube’s 73% market share gives them plenty of room to experiment. And it’s not difficult to determine why Google has stripped the ability to watch videos directly in search results. To paraphrase a famous politician, “It’s the revenue, stupid.”

At YouTube’s scale, increasing your eCPM by a few pennies adds up, particularly when there is pressure to hit your quarterly numbers. When I was at Yahoo!, employees judged how the quarter was going by how soon paid advertisements replaced previously “internal-only” spots on the front page. You were foolish to plan a launch or critical initiative the last month of a quarter that relied on front page placements because the inventory just went away.

The question is – whose video is You Tube monetizing and, if it’s yours—or one derived from your video, are you sure that you are getting your fair share ?