• November 11, 2008

Google sold DoubleClick's Performics SEM division to Publicis for $53 million in cash in August 2008, according to a U.S. Security and Exchange Commission (SEC) filing that posted Friday.

The 10-Q states the search engine acquired DoubleClick "primarily for their customer relationships, as well as patents and developed technology." Since the sale of Performics was planned at the time of the acquisition, the proceeds are netted against the purchase price.

The total net purchase price of DoubleClick was $3.2 billion paid in cash, including transaction costs of $70.4 million. Google estimates the life expectancy of customer relationships at 6.7 years; patents and development technology, 5 years; and trade names, 5.5 years, according to the filing. --Laurie Sullivan