Google to sell off DoubleClick's Performics unit

Google wants to maintain its objectivity in both search and advertising

Google is selling off Performics, the search engine marketing division of recently acquired DoubleClick.

"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," said Tom Phillips, director, DoubleClick Integration, in a blog post. "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."

Phillips said Google decided to sell the Performics business because it didn't want to be in the search engine marketing business. He said Google wants to maintain its objectivity in both search and advertising. Search engine marketers help companies boost their online ad rankings.

After Google acquired DoubleClick, other search engine marketing and optimization companies grew concerned that they would now have to compete with Google.

"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 in the blog.

Phillips said Google has not identified a buyer, but it has received interest from some of its current partners. Until the search marketing unit is sold, Phillips said it will continue to run as a separate entity. He said Google plans to integrate the affiliate marketing business into Google's operations.

In another development stemming from the DoubleClick acquisition, Google Wednesday said it was laying off or offering contract jobs to 300 US DoubleClick employees.

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