Google announced today that they are launching the “Google Affiliate Network”. This further integrates and consolidates Performics after Google acquired DoubleClick Performics. Most importantly this is a significant validation of the effectiveness and viability of the affiliate marketing channel.

The integration marks the beginning of the next evolution in affiliate marketing through consolidation and innovation. The industry needs to evolve as performance marketing becomes a very important channel for advertisers and publishers. Additionally, current economic conditions have mandated the need for more effective spending. I think this will create a new round of industry consolidation as it moves from ad networks and exchanges into the affiliate marketing community. Accountability is king right now, and performance marketing offers the best ROI across multiple distribution channels such as email, search, display, mobile and social media.

The most important aspect of this announcement is that it moves the industry away from the “network” and closer to being platform-centric. We firmly believe the next evolution of performance marketing is about open, modular and multi dimensional platforms as we move away from one dimensional networks.

Here is the announcement from Chris Henger, group product manager for the Google Affiliate Network.

We are pleased to introduce Google Affiliate Network . Effective Monday, June 30, 2008, DoubleClick Performics Affiliate will operate as Google Affiliate Network. The integration with Google’s brand is a reflection of efforts to quickly assimilate our business and teams, as well as reinforce Google’s commitment to the Affiliate channel. Together with our new colleagues at Google we are creating new opportunities for monetization, expansion and innovation in Affiliate Marketing.

Within the next couple of weeks you will see some exciting changes to the user interface reflecting the new brand. The platform will continue to be hosted at www.ConnectCommerce.com, but will eventually migrate to a google.com product url.

As noted in earlier communications, DoubleClick Performics’ Search operations are being spun off and sold to a third party. While many advertisers have relationships with both DoubleClick Performics’ Affiliate and Search, there have always been separate account teams and product-specific specialists servicing clients’ search and affiliate programs. These teams remain intact. While the formal separation will occur when the Search business is sold, the businesses are functionally separate today.

We are proud of what we achieved as Performics and this name change signals a new milestone. Google provides world-class resources and enables us to continue to attract the best talent to support our advertisers and publishers. Now as part of Google we have an exciting and unprecedented opportunity to advance our industry. We remain committed to ensuring you receive the quality service you have come to expect from us.

We appreciate your business and look forward to doing great things together.

Sincerely,

Chris Henger

Group Product Manager
Google Affiliate Network