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Last month, when the deal was done for Google to acquire DoubleClick Performics, there was some rumbling about Google getting into the SEO business.
Danny Sullivan posted an Open Letter To Google: Do The Right Thing, Divest Yourself Of Performics, which prompted me to chime in…
One thing to consider is that Performics isn’t just about search - they have a strong affiliate marketing piece, too.
So, if they were “forced” to pull away from having their hands on SEO, perhaps it would make sense to split Performics, so that Google retains the affiliate asset?
And what do you know? News this evening is that Google decided to take my advice. 
As you are aware, Google closed its acquisition of DoubleClick on March 11, 2008. Since that time, we have been actively involved in integration planning for each of our products and business units. We have recently completed this process for the DoubleClick Performics business.
As a result of our planning, we are formally splitting DoubleClick Performics into two separately-run business units - Affiliate Marketing and Search Marketing. We plan to integrate the Affiliate Marketing business into existing Google operations, providing enhanced value and reach for our Affiliate advertisers and additional tools and monetization opportunities for our publishers. We plan to sell the Search Marketing business unit to a third party.
Do I get a Google t-shirt for calling it?
5 responses so far ↓
1 Jens // Apr 3, 2008 at 4:51 am
well - just google it - that prediction was probably the most predicted thing in the SEO/SEM business - so if everyone getsg a Google-Shirt for that obvious prediction, Google would become a distant 2nd after Wal Mart in the garments trade
2 Shawn Collins // Apr 3, 2008 at 7:12 am
Jens -
I saw plenty of people saying the generic “sell Performics” - that’s very different from splitting it and retaining the affiliate marketing division.
3 Watch Every Lost Episode // Apr 3, 2008 at 10:14 am
And the source of this information is…?
4 Shawn Collins // Apr 3, 2008 at 6:25 pm
The source was the Google blog and an email from Performics.
5 Rocky Mountain Affiliate Marketing Association » Blog Archive » Rocky Mountain Affiliate Marketing Association 04-18-2008 Luncheon // Apr 15, 2008 at 8:12 pm
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