DoubleClick, the online advertising firm, will cut 10% of its work force, reducing its total staff level to 1,850 employees. According to the company, most of the reduction will come in its global media business.
The move marks the second time in three months that the company has cut staff levels. In December 2000 the company announced that it would lay off between 100-150 employees from its then-2,100 worker base.
The current round of reductions come as part of a restructuring initiative. As part of its new organizational structure, DoubleClick Media, which operates within the U.S., will split its operations into two parts. “DoubleClick Brand Network” will provide ads Web sites that can deliver high levels of traffic, while the “DoubleClick Audience Network” will offer messages with an additional focus on reach, targeting and optimization.
Outside of the U.S. organizational structures will remain the same as before the downsizing, the company said.
The company also announced that its media business is projected as making up less than 20% of the company
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