Online advertising group DoubleClick is bracing itself for a rocky ride in the first half of the year as the US economic slowdown hits revenues.

DoubleClick today reports its fourth quarter results amid a climate of mounting panic over advertising trends, as dot.com startups run out of cash and revenues fail to meet the heights of last year.

"With an economic slowdown, advertising budgets will be hit," said Eric Stein, head of DoubleClick's international media operations.

"Advertising across the whole media industry will be affected as people cut back their spending in the first and second quarter of 2001."

Mr Stein added that the long-term future for online advertising was positive, and DoubleClick's share of the overall media advertising market will increase.

"The effects of a slowdown in the US will be short-term, and in the long-term we intend to capture a significant proportion of the market," he said.

Analysts are expecting DoubleClick to announce fourth quarter losses, and expect rivals such as ValueClick and Mediaplex to announce similar results over the coming month.

The global new media sales house is insulated by a £600m war chest, and is seen as one of the strongest players in the sector, although the coming months will test its mettle.

DoubleClick plans, runs and tracks advertising campaigns for firms over the internet, and hopes to make its DART technology the standard tool for the sector.

Meanwhile, the company's European operations have undergone a management reshuffle, which will see Adrian Baker become managing director of DoubleClick UK and Mark Gibson head up the marketing of DoubleClick's technology arm in northern Europe.