Google to offload DoubleClick's Performics arm

by Tristan O'Carroll Media Week 03-Apr-08, 15:30

LONDON - Google has unveiled plans to sell off Performics, the search engine marketing division of DoubleClick.

The move is one of the first since Google completed the $3.1bn acquisition of DoubleClick last month.

Tom Phillips, Google's director of DoubleClick integration, said: "It's clear to us that we do not want to be in the search engine marketing business."

He added that that the sale will allow it to maintain objectivity in both search and advertising.

"While we have not yet identified a buyer, we've received preliminary interest from a number of our current partners," he said. "Search marketing will continue to run as a separate entity until the division is sold."

The Performics affiliate marketing business will be integrated into existing Google operations.

Phllips added that in Europe, these plans are "subject to consultation with staff and employee representatives".