Poindexter Names LeFurgy Chairman

NEW YORK Poindexter Systems said Rich LeFurgy would take over as its new chairman as it searches for a CEO.

LeFurgy replaces Rich Person, Poindexter’s chairman and CEO, who left the New York-based advertising optimization firm. LeFurgy said he expects to hire a new CEO for the company “in short order.”

LeFurgy, 49, said he plans to focus Poindexter away from being thought of as an ad server to emphasize its role in optimizing both Web sites and marketing in real time for advertisers and agencies.

“What makes [Poindexter] different is they’re doing both site performance enhancements as well as media performance enhancements,” he said. “The linkage between a site and the media is very important,” he added.

In addition to his role at Poindexter, LeFurgy is a venture partner at WaldenVC and a principal at online marketing consultancy Archer, both in San Francisco. He co-founded the Interactive Advertising Bureau in 1996.