No big surprise here, Google is phasing out their ill-executed PPA network. Managing an affiliate network is obviously not Google’s forte. It doesn’t have to be, and it’s a smart business decision to leave it to the pros at Performics/DoubleClick. The new entity is called Google Affiliate Network

The Google Affiliate Network, previously known as DoubleClick Performics Affiliate, has been in operation since 1998. Through the network, advertisers can open their ads to all publishers in the network, or select specific publishers that match their criteria. You can set a CPA for your entire campaign or establish custom payment schedules for specific publishers — such as a higher CPA for a particularly optimal placement. The Google Affiliate Network is currently a separate product from AdWords and AdSense. As with AdSense, publishers must apply and be accepted into the network.

Isn’t it ironic though that Google HATES affiliates, yet they own the best affiliate network on the planet? Some are worried that the existing affiliate networks will be destroyed by the 800lb gorilla. I tend to lean the other way. Google and Performics want nothing to do with the data driven direct response offer networks (azoogle, cpaempire, etc). Performics is the ‘brand’ affiliate network. This move gets them one step closer to their most valued advertisers. The big brands (Ford, Comcast, Target, MTV, etc).

It’s an interesting development for our industry. I don’t think anything will change so drastically. Performics and the other affiliate networks have always co-existed well because they have different publishers. Nothing will change except the names. That is, unless the government gets involved….

ahem.

SIGN UP FOR THE NEW GOOGLE AFFILIATE PROGRAM HERE