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Doubleclick and Macromedia form strategic alliance to develop rich media solutions to improve effectiveness of online advertising

Integrated Solution Will Simplify Rich Media Campaign Process

New York and San FranciscoOctober 15, 2002—DoubleClick, Inc. (NASDAQ: DCLK) and Macromedia, Inc. (NASDAQ: MACR) 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.

"Macromedia Flash is the leading technology for delivering rich media online ads due to its ability to achieve better results and heighten response and brand recognition," said Beth Davis, senior vice president, marketing, Macromedia. "By working with DoubleClick, our goal is to help publishers and agencies both reduce the cost and time required to create and deploy rich media ads."

The integrated solution will 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 will closely integrate DoubleClick DART and Macromedia Flash MX software to provide advertisers with a simplified, cost-effective process.

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