Google Rebrands Performics: Launches Affiliate Network
Today, Google announced that it is rebranding DoubClick's Performics Affiliate as the Google Affiliate Network. Google acquired DoubleClick in March 2008 for $3.1 Billion. The Google Affiliate Network is not yet integrated into Google's AdSense and will continue to be hosted at ConnectCommerce.com for the time being. Companies currently featured on the network include Target, Kohls.com, Citibank, Circuit City, Zazzle, Bank of America, Verizon, and Barnes & Noble.
It's interesting that Google seems to feel enough pressure to only half-heartedly rebrand Performics. While the login page is very much in line with Google's other products, it only redirects users to the old Performics page. Also, under its AdSense banner, Google is already offering a number of pay-per-action options (though at least in name, this is still a beta).
Google is clearly trying to expand its advertising portfolio both for publishers and advertisers. Chances are that Google will integrate the Affiliate network into AdSense in the long run. Given the synergies between the two, it does seem strange, though, that Google would not be doing this already. But then, Google does often seem to take a rather long time to integrate its acquisitions (just think GrandCentral of Jaiku).
Google is only slowly opening up the Affiliate Network to new publishers. Those interested in signing up are currently being forwarded to an application form.
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Interesting post. Is Google over-extended? Is this just a strategy for killing the competition? There are other companies much better established in managing affiliate networks, e.g., Linkshare.
Google are doing too much now, they stick their nose in everything. They can't seem to leave any area of the internet alone. I definitely think they are spreading themselves too thin. The phrase jack of all trades master of none comes to mind. I used to want to see them succeed, they had brilliant brand equity and good will. Now im quite pleased to see that some of their recent entries in to certain markets have had little effect. I really hope this combined with Google merchant search has little effect, as i think both areas are the backbone of the 'we commerce' future of the internet.
They are in direct competition with more and more businesses. Their power is growing and so is the force of resistance, not only from competitors but also from potential advertisers and publishers.
@ Son
Yes their power is growing. But if you resist you become irrelevant, or you just pay more and get worse performance elsewhere. Advertisers and publishers care about one thing, how much money did I make. When your products and services are accurate, robust and free and they improve business results like Google's do, that is a trade-off that will be made day in and day out for a long time to come.
It's interesting to see Google step into the affiliate marketing industry. Hopefully this decision will increase advertiser's willingness to participate in this industry. With Google in the game, what could go wrong?
Well, very interesting to know this new product... I'll see how and if I can use it
Google announced they are closing the beta Adsense Referrals program that you referred to in your post. All pay per action will be through the new Google/old Performics. They had to do something to rebrand it, it was a burden just to *say* the name... Google DoubleClick Performics Affiliate Network. Where will they take it? That is another question. DoubleClick Performics had "bad players" as publishers in the network, will the Google "Do No Evil" philosophy prevail?
@Roger
> There are other companies much better established in managing affiliate networks, e.g., Linkshare.
Performics has been around for 10 years - they're hardly new to the space.
Oh old google!
Google Affiliate Network has very far to go to catch up to CJ. Performics was a closed affiliate network for years, they only recently in the last year or 2 became a transparent network...
Google is over extended. Insiders say that Googlers (performics employees) are very worried about their jobs and what's to come from Google. Google has been known to take apart companies that they buy. This is no different.
Google Peformics management team has been making changes internally to get ready for the change.
By the end of the year, Google plans on putting Performics direct product on the web.(just like many of Google's products) Affiliates that use the Performic's connect product currently have a monthyly minumim. Google Performics plans on raising the monthly miumim for current customers and new affiliates. This will force ALL affiliates that do not make the monthly minumims to go on Google's Peformics direct product!!! These affiliates will not have access to an account management team.
Googlers are mad! I heard Not one person from Performics had to go under the intense interviews....
I think it's good that google is taking over doubleclick's affiliate marketing, but google must improve their customer service.
http://www.affiliate-google.net