Recently an online research company announced that 2005 would be the year of rich media. I love rich media, and I've spent a lot of time trying to make it better, more effective, and easier for sites and agencies to use. But that research report couldn't be more wrong. There will never be a 'year of rich media.'

Recently I caught up with two adserving titans, each of which is aggressively pushing into the rich media market: DoubleClick and Atlas.

One of the great joys, and at the same time great frustrations, of working in the online industry is that change is constant.