Global new media sales house DoubleClick has revealed details of a wide-ranging restructure for its UK office.

Eric Stein, managing director of DoubleClick UK, said that the move was a result of the way the UK market for online advertising had matured over the past year.

He said: "It's a similar structure to that adopted by the US office a year ago and has come about because the market has reached a scale where we can do this. Essentially we're reacting to client demand."

Growth in the number of online advertising options with new platforms and new technology also contributed to the revamp, meaning DoubleClick can offer more than just a banner or a sponsorship.

DoubleClick is introducing Boomerang into the UK, an e-commerce marketing tool that uses cookies to encourage people back to the retail site, converting browsers into buyers. British Airways is the first UK client to sign up.

The restructure will create four new vertical divisions, sorting sites - for which DoubleClick handles sales - by type into business, leisure, consumer and technology and auto. Each will have a separate publisher, a business development person and a sales team. A group publisher who reports to the managing director will oversee all four divisions.

These vertical networks will work alongside a separate agency team, a sponsorship team, a marketing team and customer services.

Mr Stein is currently recruiting two publishers for the leisure and consumer divisions and has promoted Anne-Catrin Sallaba, director of business development, to group publisher. Paul Goad, senior account manager, has been put in charge of the business network and Ben Auchettl, business development manager, has been promoted to publisher of the technology and auto network.

The appointments will take the staff tally at DoubleClick to 34. The changes, which are expected to roll out to other European offices in the coming months, will come into effect on October 1.