NewMediaZero: DoubleClick restructures to fight off rivals

DoubleClick is rearranging the sales force in Europe to try to stave off new innovations coming on the buy side from Atlas DMT and Bluestreak as well as reinvigorated competition coming from the sell side in the form of Accipiter and CheckM8. Some of those companies are watching the syndicated research reports closely so that they can trumpet the fall of the banner serving giant as the number one European provider. The company's shift from a dominant number one to a shrinking number two will likely come later this year.

In the meantime, DoubleClick is replacing a couple of its three European sales heads and moving from three regional divisions to three market-oriented divisions: marketers, agencies and publishers.