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DoubleClick, Macromedia Launch Rich-Media Product

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NEW YORK Online-ad-technology companies DoubleClick and Macromedia today introduced a new rich-media advertising product, the result of a partnership struck between the two companies last October.

The product, called DART Motif, integrates DoubleClick's DART advertising-management and serving platform with Macromedia's Flash MX software. It is meant to aid advertisers, agencies and publishers in creating, trafficking and reporting on rich-media ads.

DART Motif will help reduce "the associated time and cost of getting these highly responsive advertisements active across multiple sites," said Doug Knopper, vp and general manager of online advertising solutions at DoubleClick. The two companies claim the new product cuts down the time it takes to deliver a rich-media campaign from about two weeks to two days.

More than 30 advertisers, agencies and online publishers took part in the beta program for the rich-media ad product. Among the participants were MSN, Modem Media, Mass Transit Interactive and Moxie Interactive.

DoubleClick's new product will likely compete with similar offerings from Atlas DMT, a division of Seattle-based digital marketing and technology company aQuantive, and Eyeblaster, a New York-based rich-media-technology company, among others.