DoubleClick Inc. and Macromedia, Inc. today announced they have formed a strategic alliance to develop rich media solutions to improve the effectiveness of online advertising. Under the terms of the
agreement, DoubleClick and Macromedia will develop an integrated rich media solution that will simplify the process of creating, trafficking and reporting on rich media advertisements for advertisers,
agencies and publishers. The integrated solution aims to help the industry get closer to the standards that are needed, reducing the number of steps and applications required to deploy rich media. To
achieve this, both companies plan to closely integrate DoubleClick DART and Macromedia Flash MX software to provide advertisers with a simplified, cost-effective process.