Baltimore--Advertising.com Inc. said Friday that Peter Daboll has been named president and COO. The move brings an executive with more than 18 years of direct marketing experience into the Advertising.com fold. Daboll was previously COO of media planning software developer MediaPlan.com, and founded Consumer Science and Modeling Group, which provided analysis on marketing spending. Advertising.com, Baltimore, is in the midst of rapid expansion as it attempts to upend the leaders in advertising networks. Its focus is on providing analysis on the efficacy of campaigns that goes beyond clickthroughs and into such areas as cost per lead and cost per sale. Services it offers include Web banner advertising and e-mail marketing in a single purchase. It competes with such companies as DoubleClick Inc., 24/7 Media, Engage Technologies, B2BWorks and others.