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Google to sell Performics search business

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Mountain View, Calif.—On the heels of finalizing its acquisition of DoubleClick, Google announced on its blog Wednesday afternoon that it plans to sell the DoubleClick Performics business as part of its integration plan.

“It’s clear to us that we do not want to be in the search engine marketing business,” wrote Tom Phillips, director of DoubleClick integration at Google.

“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.”

Phillips added: “While we have not yet identified a buyer, we’ve received preliminary interest from a number of our current partners.” He said the Performics division would continue to run as a separate entity until it is sold.

In related news, Google is cutting about 300 jobs from the U.S. operations of DoubleClick, The New York Times reported, citing a person with direct knowledge of Google’s plans. The cuts represent about a quarter of DoubleClick’s U.S. work force. The company has about 1,500 employees worldwide.

Google could not be reached for comment by deadline.

—Carol Krol

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