Chinese website portal NetEase.com has announced that its chief operating officer, Dong Ruibao, has resigned for personal reasons, effective from March 12, 2009.

After Gong's departure, William Ding, CEO of NetEase.com, will take over the Internet advertising business formerly overseen by Dong.

Ding says the company thinks highly of Dong's contribution and he will still be director of NetEase.com after the resignation.

Dong joined NetEase.com as executive director in June 2003 and he was mainly in charge of the Internet game business of NetEase.com at that time as well as participating in the management of the company. In July 2004, Dong was appointed as COO of the company and started to command the Internet advertising business.