Experian (opens in new tab) has revealed that it is reviewing options for Pricegrabber.com, one of the first price comparison websites, which would include selling it altogether.
The credit company purchased it for $485 million back in December 2008 and expects to make a profit out of the sale.
The news come after Google (opens in new tab) decided last year to ban price comparison websites and travel aggregators as Adwords advertisers.
Hemscott news writes that it could be the second potential exit after Simplyswitch decided to call it a day.
Comparison websites are going through a rough time as consumer confidence plummets on both sides of the Atlantic and Google appears to have fallen out with them.
Lee McCoy's marketing blog noted that there are less pages in Google's index that point to comparison websites like Kelkoo and shows an Alexa daily traffic rank trend graph.
Pricegrabber also relies on a network of white-labelled partners like The Register or Cnet which to spread the risk and gain additional exposure.