Google says Sayonara to Performics

Google announced today that it is selling Performics, the search engine marketing arm of DoubleClick, which the company closed the acquisition of in March.

In a blog on Google’s Web site, Tom Phillips, director of DoubleClick integration, stated:

“Since we closed the acquisition of DoubleClick on March 11, we’ve been immersed in integration planning for each of our products and business units. Recently we completed this process for the DoubleClick Performics businesses, and have decided to split them into two separately-run business units: Affiliate Marketing and Search Marketing.

It’s clear to us that we do not want to be in the search engine marketing business. Maintaining objectivity in both search and advertising is paramount to Google’s mission and core to the trust we ask from our users. For this reason, we plan to sell the Performics search marketing business to a third party. We believe this will allow us to maintain objectivity and the search marketing business to continue to grow and innovate and serve its customers. While we have not yet identified a buyer, we’ve received preliminary interest from a number of our current partners. Search Marketing will continue to run as a separate entity until the division is sold.”

Google plans to integrate the affiliate marketing business into existing Google operations, and thus beef-up their offerings to advertisers and publishers alike. All in all, the decision is a sensibly one, seeing that Performics represented a conflict of interest for Google since it was focused on improving site rankings in Google.