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April 3, 2008

Google to Offload Search Marketing Firm

As predicted in my blog post last week, Google has made the decision to sell off the Search Marketing firm they acquired as part of their purchase of DoubleClick.

The Performics division of DoubleClick has been divided into two separate companies, an affiliate marketing firm and a search marketing firm, with Google announcing they will be selling the search marketing business off as soon as possible. The affiliate marketing side of the business will be integrated into Google’s existing operations.

This is taken from Google’s blog announcement:

“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.”

Some say that Danny Sullivan’s open letter to Google last month may have prompted the search giant to take action sooner than expected. Whatever is behind the decision, it’s a smart move and one that has many search engine marketers heaving a huge sigh of relief today.