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This is news - "YouTube's Head of Monetization QUITS"

Previously there were discussions about Google experiencing some difficulties in making YouTube the money-making machine it should be. (It is making profit of course, but well... Not to the levels it really should be, which is kinda an issue for the big boys.)

Traffic may be incredibly high, and pageviews are much healthier than any other video sites, but it seems Google's prediction of making $200 million this year isn't quite what they were hoping for.

What happens next?

Announcements that YouTube's Head of Monetization Shashi Seth has left the company, and now become the Chief Revenue Officer of Cooliris, a browser toolmaking start-up, broke out.

Shashi Seth was appointed to the role in January 2007, but has now stepped down from what must be a thankless task.

He isn't the first, but he is the latest in a long line of Google executives to have moved on.

He told Gigaom:

"I think part of being a Googler is that you like smaller environments, and I think Google got a little big for me," says Seth.

Google CEO has spoken publicly about his hopes for YouTube to become a more profitable business in the past, but it seems that despite many efforts, there is still a long way to go.

After saying so much, the questions still drills down to -

"What will it take to actually make it one of the most profitable?"