 DoubleClick laid off 20 percent of its staff, but Walrath stayed with the company and progressed to director of direct marketing, then to senior vice president of strategy and development of what became MaxWorldwide.In 2001, he created DoubleClick Direct, the company's direct marketing offer.In January 2003, he launched Right Media, one of the earliest digital advertising exchange marketplaces, with the vision of being more open and transparent.