LONDON: Google has announced plans to sell Performics, the search engine marketing arm of online advertising company DoubleClick, which it recently purchased for $3.1billion (€1.9bn; £1.5bn).

Rather than integrate Performics into its existing structure, Google wants to sell the company and avoid potential conflicts of interest in its own search and advertising operations.

Google's director of DoubleClick integration Tom Phillips said: "Maintaining objectivity in both search and advertising is paramount to Google's mission and core to the trust we ask from our users”.

"While we have not yet identified a buyer, we've received preliminary interest from a number of our current partners".

Performics will continue to run as a separate organisation until a buyer for it is found, and the plan to sell the company will be subject to staff consultation in Europe (the regional base for which is in London).

Data sourced from BrandRepublic (UK); additional content by WARC staff