DoubleClick reinforces top deck

Net marketing company DoubleClick said Thursday that it named a new president, chief financial officer and chief information officer in a move to bolster top management.

The New York-based company promoted David Rosenblatt, former head of DoubleClick's Technology, Data and Research division, to president--a move effective immediately. He fills a seat that has been vacant for nearly 16 months. DoubleClick CEO Kevin Ryan held the president and chief operating officer titles before being named chief executive in July 2000.

The company has also locked in Bruce Dalziel as its CFO. He had served nearly four months as a temporary replacement for Stephen Collins, who stepped down in August.

In addition, DoubleClick hired former Ameritrade Technology Officer Mok Choe to lead its technology, systems and development efforts.

The appointments are further sign of DoubleClick's focus on technology sales. As the online advertising market has tanked, the company moved to become less reliant on media sales by branching into new areas and shoring up technology offerings. In the last year, DoubleClick has purchased the assets of several advertising technology companies, including Sabela and L90.

Media has also become less of a focal point. Last month, the head of DoubleClick's media unit, Barry Salzman, resigned; the company sold its European division shortly after. Jeffrey Silverman, general manager for U.S. Media, was named as Salzman's replacement.

"We are focused on building an executive team with a proven track record of managing technology-related products to provide our customers with leading-edge solutions that make marketing work better," DoubleClick CEO Kevin Ryan said in a statement.

Rosenblatt joined DoubleClick in 1997 as one of its original technology managers. In 1998 he was responsible for launching Dynamic Advertising Reporting and Targeting (DART) for Advertisers service, its fastest growing division. He was also instrumental to managing the company's merger with NetGravity. Before arriving at DoubleClick, Rosenblatt worked for several years at S.G. Warburg in Hong Kong, London and New York, taking charge of executing mergers, divestitures and public offerings for international and domestic clients.

In the last year, Rosenblatt ran DoubleClick's Technology, Data and Research divisions, which account for more than 70 percent of its revenue.