Google Sells Performics to a Third Party to Keep Objectivity
Ever since Google bought up Doubleclick, (SEM) marketers were wondering what Performics a major search marketing agency managing big budget search campaigns on Google is doing within Google? Now it turns out, Google sells one part of Performics, the search marketing division (the other division, Performics affiliate marketing remains within the HQ).
Dan Sullivan went as far as airing his views on AdAge.
So just 2 days ago I wrote to a journalist:
“The Avenue Razor for Microsoft and the Performics
at Google? Scary! These are huge changes - incompatible with a healthy
competition (it is like having the law-making and law-enforcement in
one basket - totally undemocratic). Mega companies with mega data
worry people, worry me. I am no exception to feeling the creepiness of
the whole technological supremacy trends. Especially when big players
can get away with such buy-ups. So, yes I agree with Danny Sullivan.”
Now it’s a good question if it was Dan’s whistle to the advertising industry or it was clear for Google management from the very beginning that they won’t keep Performics within their own stable that made the quick news. One thing is sure: if Google knew they would sell Performics to a third party, they made an obvious PR mistake by forgetting to advertise their intention well in advance. Folks are happy on Sphinn.
From the Official Google Blog:
Recently we completed this process for the DoubleClick Performics businesses, and have decided to split them into two separately-run business units: Affiliate Marketing and Search Marketing. 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.
Of course, it does not mean that the current online market place could not be even more colorful with a lot more mid level players…
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