“Productivity” was cited by online advertising shop DoubleClick as the reason for laying-off 150 staff – eight per cent of its workforce. The firings “were not dramatic relative to the scale of DoubleClick,” said the agency, which until yesterday employed around 2,000.

"We have always carefully managed headcount to assure our productivity outpaces our competitors, “ stated the company. “The changes made today leave our employee base virtually flat over the course of the second half of the year. This makes us well positioned for 2001."

It is the second time in three months that DoubleClick has dispensed with staff. In October it acquired and integrated data processor Abacus, laying-off fifty employees in the process.

Following news of the lay-offs, the company’s stock closed 8.13% down at $12, a fall of $1.06.

News source: Advertising Age - Interactive Daily