Ad serving giant DoubleClick Wednesday announced that web publishers About.com, SI.com and weather.com signed on to DART Motif, DoubleClick's joint rich media product with Macromedia. The new
publishers join a list that includes CBS Inc, Cox Interactive, MIT Technology Review, MTV Networks and NYTimes.com. According to research from DoubleClick Ad Serving Trends, rich media usage
increased 54% from Q1 of 2003 to more than 42% (42.8%) of all ads served by DoubleClick in Q1 of 2004.