[Google's $3.1 billion deal for the online advertising firm DoubleClick could put the company at odds with itself]

Internal conflicts often happen in finance, when investment banks find themselves advising both sides in a merger. And it happens in agribusiness, energy and other industries where giant companies with fingers in many pies are both buyers and sellers of the same commodity. But it is particularly common in technology and media.

The DoubleClick deal has prompted Microsoft and IBM and others to ask the Federal Trade Commission to investigate the deal on antitrust grounds. And privacy advocates worry that Google will not live up to its pledge to keep the customer data collected by DoubleClick out of the hands of Google's search managers.

But the thorniest conflicts could arise from DoubleClick's Performics division.

Performics helps its clients get better position in search results. Essentially, it works to game the systems of Google, Yahoo and other search engines.

"Google is treading in dangerous waters right now," writes Ross Dunn of WebProNews.com. Google's search results "are supposed to be unbiased and highly relevant," but with Performics, "Google is put into the conflicted position of trying to generate profits by providing result-oriented organic ranking services for its own 'unbiased' organic search results."

The worry, in other words, is that Google's search results could be compromised by operating a division with an interest in skewing those results in favor of clients.

[...]

"Google is treading in dangerous waters right now," writes Ross Dunn of WebProNews.com. Google's search results "are supposed to be unbiased and highly relevant," but with Performics, "Google is put into the conflicted position of trying to generate profits by providing result-oriented organic ranking services for its own ‘unbiased' organic search results."

The worry, in other words, is that Google's search results could be compromised by operating a division with an interest in skewing those results in favor of clients.


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