The Rich Media business is a mixed bag from an start-up point of view.Pros:Low barrier to entry, since anyone with a better mousetrap can get some business from agenciesDecent pricing power and margins, since the products are charged on a CPM basis but the costs are mostly fixed in creative and production developmentA good history of exits: Klipmart and TangoZebra to DoubleClick; EyeWonder to Limelight; EyeBlaster IPO, PointRoll to Gannett.
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