Atlas Releases Rich Media Tool


NEW YORK AQuantive's Atlas Solutions ad-management division said it has released it rich media product that allows advertisers to serve, manage and track animated online ad campaigns.

Atlas Rich Media works with a handful of Flash formats, including expanding, floating and streaming video ads, allowing agencies to manage their rich media and non-rich media campaigns together. The technology is being used by Atlas clients Crispin Porter + Bogusky, Doner, Kadium and Real Branding. More than 250 Web publishers are accepting Atlas Rich Media placements, and Atlas executives said the major portals are running campaigns.

The Atlas Rich Media tool grew out of technology Seattle-based aQuantive acquired when it bought Ad4Ever, a rich media technology provider, in April 2004. DoubleClick, Atlas' main rival, introduced its rich media technology, Motif, in July 2003.

"I'm surprised it took Atlas this long to release their product," said Nate Elliott, an analyst with Jupiter Research. "They acquired Ad4Ever a year ago, and at the time talked up the notion that it was a mature, existing tool."

Atlas Rich Media and DoubleClick Motif compete with specialized rich media management companies, such as Eyeblaster and Point.Roll.