It`s refreshing to see a company stick to their ethos and honour their mission statement.

Of course, Performics was never going to be a massive moneyspinner for the giant, but the signal sent out to the SEO industry of impartiality is to be commended.

More often than not, spin teams are wheeled out in these situations to justify sitting on both sides of a corporate fence, but G has taken the high road and sold it off.

There was a huge buzz in the industry when they first announced that they were going to acquire DoubleClick, and therefore Performics (the rants that ensued were justified to a degree), but that`s all a storm in a teacup now, and the industry can move on.