What software do you use for rich media ad development?

I am a flash designer that would like to start developing rich media ads. My my full-time job, I am designing and developing banner ads but they are just normal banners with clickTags and flashing buttons.
I would like to make them more interesting and widget like too, passing data via the database or allowing users to play and interact some how.
How do you think is the best way for me to learn more about rich media adds? Should I try a trial membership with a place like Eyeblaster? I have heard about their plug-in for Flash that allow you to develop rich media. But is that a good system? Do you know others? What is it like. And do you normally just get into rich media ad dev because of clients or is it mainly used by ad agencies? Also, for those who use it at work or on banners, did you recommend / purchase it or was it purchased by your company? Are you a designer or developer? Does it work with AS 2.0 or AS 3.0 or both?
Thx for reading and any replies thanks so much!
Ms.Lee

Most web advertising is still done with AS 2 because usually an on release event handler is required for tracking the clicks.
A lot of rich media ads are produced by agencies. Or if a website sells banner ads, the company usually purchases the software for the in-house designer/developer to use and charges clients more for rich media ads. Companies like Eyeblaster usually charge based on the file size of the rich media ad, so they usually cost more to serve than regular old banner ads (and can take a lot longer to create) which is why they are more expensive for the client. Some clients want more than will fit or look good in a banner in which case rich media can be a good solution.

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