Since Google closed the acquisition of DoubleClick on March 11th, they have decided too seperate Performics’ Search Marketing business unit from the organization.
George Assimakopoulos
Principal Manager
Google decided to sell the Performics business of DoubleClick since it didn’t want to be in the search-engine marketing business. Google wants to maintain its objectivity in both search and advertising. Search-engine marketers help companies boost their online advertising rankings. After Google acquired DoubleClick, other search-engine marketing and optimization companies grew concerned that they would now have to compete with Google.
Tom Phillips, director of the DoubleClick integration said in a recent Google blog post, "We believe this will allow us to maintain objectivity and the search-marketing business to continue to grow and innovate and serve its customers." Phillips said Google has not identified a buyer, but some of its current partners have expressed interest. Until the search-marketing unit is sold, Phillips said it will continue to run as a separate entity. He also confirmed that Google plans to integrate the affiliate marketing business of Performics into Google’s operations.
Tags: affiliate marketing, DoubleClick, Google, Performics, search marketing
