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“Google has pocketed one affiliate network in favor of another.”

Google, the undisputed search and ad heavyweight is now entering into the affiliate-marketing business; today announced that it is re-branding DoubClick’s Performics Affiliate as the Google Affiliate Network as it continues to integrate new assets.

It is remarkable to see that Google has only unenthusiastically re-brand Performics. At the end of August, the world’s biggest ad broker will put an end to its AdSense Referrals program, the affiliate network it launched back in March 2007. A lot of online retail merchant derives business through affiliate programs, either in-house or through an outside network, such as Amazon.com that runs its own program, and eBay recently followed suit, dropping its long-standing partner Commission Junction and taking its network in-house.

 Normally, in a standard affiliate program, publishers place links on their Web site to online retailers or other e-commerce sites and collect a commission for each referral they pass along. The unexpected launch comes as Google has long been discussing of new ad-driven business lines and integrating the recently acquired online ad powerhouse DoubleClick. Google, which established a great deal of its empire on blending ads with people’s search queries, is looking to expand its display-ad network through its new DoubleClick assets, and accelerate its video advertising both on YouTube and through the new AdSense for video product. Google purchased DoubleClick in March 2008 for $3.1 Billion.

The Google Affiliate Network so far has not been included into Google’s AdSense and ConnectCommerce.com will continue to host the affiliate network, but it will eventually be converted to a Google.com URL, Google said. Among the larger retailers participating in the Google’s network are Barnes & Noble, Circuit City, Target, Kohls.com, Citibank, Zazzle, Bank of America and Verizon.

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