The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
To maintain its objectivity in Internet search and online advertising, Google is planning to sell off the search marketing operations of DoubleClick Performics, which it acquired last month, Google says.
To maintain its objectivity in Internet search and online advertising, Google Inc. is planning to sell off the search marketing operations of DoubleClick Performics, a company it acquired last month, Google says.
“It’s clear to us that we do not want to be in the search engine marketing business,” Tom Phillips, Google’s director of DoubleClick integration, says in an April 2 posting on The Official Google Blog. “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.”
DoubleClick, a provider of online ad-serving network services, paid about $58 million to acquire Performics in 2004 for its expertise in affiliate networks and search engine marketing. A year ago, Google agreed to buy the combined DoubleClick Performics for $3.1 billion. That deal closed last month.
Google will fold the affiliate marketing side of DoubleClick Performics into existing Google operations, “providing enhanced value and reach for our affiliate advertisers, and additional tools and monetization opportunities for our publishers,” Phillips says.
The search marketing unit, meanwhile, will continue to operate as a separate entity until it’s sold, he says. Google has yet to announce a buyer, but has received preliminary inquiries from a number of its current business partners, Phillips adds.