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Google to sell off Performics 'to maintain objectivity'

Google announced yesterday (April 2nd) that it would be selling off Performics, the search marketing business it recently acquired as part of its purchase of online ad service DoubleClick.

Tom Phillips, who is overseeing the company's DoubleClick acquisition, revealed on the company's blog that Google was splitting DoubleClick Performics businesses into two separately-run business units, affiliate marketing and search marketing.

He went on to add that, as an online advertising leader, Google wanted to get rid of the search marketing business arm Performics, which helps websites improve their ranking on online search engines, including Google's, in order to eliminate a conflict of interests.

"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," wrote Phillips.

"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." ADNFCR-1536-ID-18535272-ADNFCR