MediaPost reports Atlas is expected to announce the launch of its rich media offering, Atlas Rich Media, which will be integrated into its digital marketing technology platform. Atlas cited clients' preference for using rich media tools built into an ad server rather than working with third-party rich media firms. The application has been available to clients since mid-March and is based on Ad4ever's floating ad player, TopLayer. Rival DoubleClick built its own rich media tool, DART Motif, and is expected to launch a new and simplified version of the tool by the second quarter of 2005.