Newmediazero: Media owners keen to drop rich-media serving costs

Where it was once accepted that web sites employing rich media advertising would have to pay the extra serving costs for the added trafficking, bandwidth and trouble, the widespread adoption of the new media is making some rethink whether they should continue to give the advertisers the free ride.

Advertisers, on the other hand, express surprise that media vendors think they aren't already paying for it, as rich media offerings are invariably more expensive.