Google farming out Performics

When Google announced its acquisition of ad technology major DoubleClick, one of our thoughts concerned a relatively small entity in the DoubleClick stable -- their performance-based ad agency, Performics.

You *are* the medium, and then you run an agency helping people exploit it? Not goody-two-shoes-Google's style, one thought.

And true to expectation, Google's taken the controversy-free way out, and decided to let go of Performics

It'll be interesting to see who lines up at Mountain View for a piece of the action!