According to a recent article in Online Media Daily, DoubleClick has introduced a new ad serving platform that integrates ads directly into Flash-based websites.  The new system enables the ad to interact directly with the content, coordinating the rich media elements of the ads with the rest of the content so that they are not competing with one another for attention.

The platform, which is called DART Motif for Flash-in-Flash, has been in beta since January, running with four DoubleClick clients, including iVillage and Napster.  The system represents a slightly new direction as previous products focused on pages created within an HTML environment.