Affiliate Marketing Blog by Shawn Collins

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Google will acquire DoubleClick for $3.1 billion in cash from San Francisco-based private equity firm Hellman & Friedman along with JMI Equity and management, according to the press release issued by Google. Performics is a division of DoubleClick.

Stuart Frankel, President of Performics, sent out a message to affiliates Friday with the subject: DoubleClick to be Acquired by Google.

Dear Valued Publisher:

I am pleased to announce that DoubleClick has signed a definitive agreement to be acquired by Google. The transaction is expected to close later in 2007. To review the press release, please visit: www.doubleclick.net.

We are thrilled to have the opportunity to partner with another industry leader and to provide significant added value to our customers. Joining forces with Google will accelerate our ability to bring innovations to market while maintaining our commitment to providing you with the high level of service to which you are accustomed.

You will retain the advantages you now receive from DoubleClick – including world-class service, leading solutions, deep expertise in and understanding of your business – which, upon closing, will be enhanced by Google’s renowned research and development expertise and leadership in innovation. We look forward to leveraging this partnership to bring you even more effective ways to monetize your inventory.

I’m sure you will have many questions as to how this transaction may affect your current working relationship with DoubleClick and your current contracts. Let me assure you that a change in DoubleClick’s ownership will not change the terms of your client contract. Most importantly, a change in ownership will not affect your ownership of your data. Your data remains your property and subject to the terms of your contract.

Between now and closing, nothing will change. As we work with the Google team to plan for the combination of our organizations, our top priorities will be to keep you as well informed as possible of the progress of the merger and to continue to provide you with the highest level of service.

We look forward to our continued collaboration and success. If you have any further questions, please contact your account representative.

Stuart Frankel
President, Performics

Bold above is by me, and it’s got me thinking about what will change after closing?

Will the Performics brand stay in tact? Will Google revolutionize the way affiliate networks operate and the technology they use? Will Performics shift towards Javascript only affiliate creative like Google AdSense (let us not forget LMI and the backlash)?

Eric Schmidt, Chief Executive Officer of Google, stated in the press release that “the combination of the two companies will accelerate the adoption of Google’s innovative advances in display advertising.”

Maybe I’m reading too much into it. Either way, I’m excited about this - I think Google is clearly serious about the dynamic trade of affiliate marketing.

There was a conference call on Friday, April 13 to discuss the acquisition. A replay of the call will be available until midnight, Friday, April 20, 2007 at 888-203-1112 domestically and 719-457-0820 internationally. Confirmation code for the replay is 8456893.

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