The New York Times reports the DoubleClick layoffs are official, and imminent. They're also more widespread than expected, representing about 25 percent of DoubleClick's 1,200 U.S. employees.
Acquisitions breed layoffs, and these come as no surprise. Neither does the fact that Google will be selling off Performics, DoubleClick's SEM firm. Google owning an SEM firm would just plain look bad to clients worried about getting a clean deal from a search agency owned by the world's biggest search ad seller.
It would be like a large Web publisher owning an ad agency or something.... (Microsoft, anyone?)
Who might buy Performics? Valueclick has expressed an interest. At a conference in December, the company said it would want to be on the short list of suitors.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
December 12, 2013
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