What to do with Performics??

Google are buying DoubleClick, and the deal includes Performics. This gives Google a difficult choice (or a wonderful opportunity). There are many aspects of Performics that are in common with what Google already does:

- search engine optimization
- search engine marketing
- affiliate marketing

If Google keeps Performics, then according to Mark Simon they should convert the SEO & SEM aspects to Google only services, that ignore Yahoo, MSN and Ask. Otherwise it would be very, very difficult to offer a well-rounded service that didn't favor Google over the other search engines.

You could also expect them to ban all AdWords affiliate promotion of Performics merchants.

Given the level of consolidation presently occuring, I would think that Google could get a great price, and save a lot of dilemnas, if they just sold Performics - expect an announcement sooner rather than later.