Google Dumps Performics Search Marketing

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.