Integrated Solution Will Simplify Rich Media Campaign Process

SYDNEY, Australia – 16 October, 2002 - DoubleClick, Inc. (NASDAQ: DCLK) and Macromedia, Inc. (NASDAQ: MACR) 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.

"Our strategic alliance with Macromedia underscores our continued commitment to reduce the inefficiencies in the online advertising industry," said Doug Knopper, vice president and general manager, Online Advertising Solutions, DoubleClick, Inc. "DoubleClick's ad serving data has demonstrated that rich media ads are six times more effective than non-rich media ads for online advertising. We are encouraged by the growth of rich media usage and look forward to creating a much simpler, rich media ad solution for the industry."

DoubleClick's DART platforms provide comprehensive online advertising solutions to more than 1,500 advertisers and publishers, including all of the top ten global advertising agencies. DART for Advertisers is a hosted advertising management and serving solution, designed to help marketers reach their online goals efficiently and effectively. DART for Publishers solution helps publishers monetise their content and generate revenue, and DART Enterprise is an in-house, licensed software solution for targeting, serving, and reporting ads delivered online and through other digital channels. For more information about DoubleClick, please visit www.doubleclick.net.

Macromedia Flash MX is the fastest way to create rich Internet content and applications with a better return on investment. Powerful video, multimedia, and application development features allow the creation of rich user interfaces, online advertising, e-learning courses, and enterprise applications front-ends. Macromedia Flash Communication Server MX enables developers to deliver multi-way audio, video, and real-time data as part of their content or applications. For more information on Macromedia Flash MX, please visit http://www.macromedia.com/go/flashmx/.

ABOUT MACROMEDIA

Macromedia empowers millions of designers and developers to create effective user experiences across the widest array of platforms and devices. Through an open, integrated family of client, tool, and server technologies, Macromedia is driving a new generation of rich Internet applications that radically improves the Internet experience.

ABOUT DOUBLECLICK INC.

DoubleClick is the leading provider of tools for advertisers, direct marketers and web publishers to plan, execute and analyse their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 24 offices around the world.

###

Copyright 2002 Macromedia, Inc. All rights reserved. Macromedia, the Macromedia logo, and Macromedia Flash are trademarks or registered trademarks of Macromedia, Inc., which may be registered in the United States and internationally. Other product or service names mentioned herein are the trademarks of their respective owners.