MediaPost: Starcom Explains Motive For Motif, Wants To Standardize Rich Media

Giving DoubleClick the love - and displaying an apparent lack of interest in other vendors - Starcom anointed DART Motif its preferred rich media vendor. Starcom IP Director Jeff Marshall says, "In our world there are a lot of little details that need to be pieced together that make it incredibly complicated and labor-intensive. If the rich media campaign is produced by one company and served through another third-party server, the agency has to work harder to report the results."

Marshal says he will work with other rich media vendors if "dictated by client preferences." Apparently, the Eyeblaster's, Pointroll's and Unicast's of the world might as well pack it in.