When it comes to starting new businesses, David Rosenblatt is no novice. The 30-year-old majored in East Asian studies at Yale and spent several years in Taiwan and Hong Kong in various capacities: teaching English, starting a Princeton Review-type of test-prep program and consulting for American companies. He then worked for British investment bank SG Warburg and Co. in New York and Hong Kong, where he also worked on privatizing state-owned Chinese enterprises.
But it was while attending Stanford University’s Graduate School of Business that he became enamored with the Web.
Rosenblatt joined DoubleClick, New York, a year ago as product manager for DART, the company’s ad targeting and reporting service. He’s currently general manager of a suite of new technology services that will utilize the DART technology, plus add new applications and ultimately new clients. “It’s an entirely new business for us,” he says coyly. The product is slated to launch in the fall.
The Washington, D.C., native feels the company must get involved with as many aspects of the online ad management business as possible. “A consistent concern already is providing the most integrated portfolio of solutions to advertisers and publishers,” Rosenblatt says. “Anyone that provides a service to our customers that could be better provided by DoubleClick is a competitor.” Some contenders include 24/7 Media, Flycast and Adauction.com.
Ultimately, he says, the company’s goal is to capitalize on the direct marketing capabilities of the Internet. “The Holy Grail of this industry is to accomplish its full potential, which is one-to-one marketing,” he says. “If you’re an advertiser you want to have as close a relationship with your customer as possible. You want to know more about people interested in your products. That’s fundamentally different on the Internet It is a mass medium in that it has broad reach, but it’s a personalizable medium.”
Without personalization, he proclaims, there’s no difference between surfing the Net and “turning the TV on It’s as if every network could record every person’s single move on TV.”
Rosenblatt feels he is uniquely qualified to influence the future of the firm, which went public earlier this year, especially considering his investment banking expertise. “Between having managed the DART business and having a Wall Street background, and also having experienced the uncertainty of other business environments, I’m able to help our senior management think about our industry and our position and strategy.”