Since we closed the acquisition of DoubleClick on March 11, we've been immersed in integration planning for each of our products and business units. 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.
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.
I am really curious about impact of this onto affiliate business in whole.
We are so used to see Google on one side only, the one that has been tough on many affiliates which directly influenced advertisers as well.
Now we still have Google AdWords, Google Search, and Google so on, with the addition of “Google Performics”.
My guess here is that they will enable Performics merchants/advertisers to opt-in to the Google AdWords CPA model that could enhance options for AdSense webmasters while improving the performance of those formerly-Performics advertisers.