On ClickZ, Jeremy Lockhorn has compiled his wishlist for Christmas 2004. He complains about the lack of standards for rich media ads and wishes the industry will soon come up with guidelines. Basically he says that agencies and marketers are learning to build engaging interactive experiences using rich media ads but...
"Powerful ideas get bogged down, and sometimes destroyed, by the disparity of standards, especially when it comes to things like K-weight."
I agree with Jeremy, there's too much chaos in the rich media world and this might prove negative both for consumers and for the online industry itself. In the UK the IAB has formed a Rich Media Standards Task Force (RMSTF), it should soon come up with standards which will provide guidelines for file weights, browser compatibility and frequency capping.