Advertisers that use DoubleClick for rich media may now have a better idea of how effectively their campaigns perform.

The new Spotlight for Rich Media report, available to DART for Advertisers customers, reflects the sales conversion rates of each part of a rich media placement, allowing the advertiser to see what's working the best.

While anecdotal evidence suggests rich media is popular amongst internet users, advertisers have difficulty quantifying which aspect of a campaign actually generates conversions. The new DoubleClick report strives to provide more transparency of the medium.

The IAB is also working to make rich media campaigns simpler to measure.