Doubleclick, Macromedia to Develop Rich-Media Platform

NEW YORK — New York-based online ad technology firm DoubleClick has teamed up with Macromedia, a San Francisco rich-media technology company, to develop a platform that will aid advertisers, agencies and publishers in creating, trafficking and reporting on rich-media advertisements.

The initiative is meant to reduce the number of steps and applications required to deploy rich media. To achieve this, both companies will integrate DoubleClick DART, a hosted advertising management and serving platform, and Macromedia Flash MX software.

The DoubleClick-Macromedia alliance comes 18 months after Internet technology company, Eyeblaster, launched its own rich-media ad-serving and management platform. The platform lets agencies and publishers create, manage and report on “out-of-banner” ad campaigns in all formats. The New York-based company, which plans to release an enhanced version in November, reported that more than 200 ad campaigns will use the platform this month.