Unlike Java, which can be expensive to replicate, Macromedia's Flash technology is first interpreted by the ad company's servers (which are more powerful than the PC) and then sent to the user's machine for display.

Although Flash requires users to download a plug-in, an estimated 77 percent of users already have the software installed, because it comes with Netscape 4.5 and AOL.

Flash is an algorithm-based vector file format (as opposed to image-based GIFs and JPEGs) that describes the way two-dimensional animations are shown on a page. In other words, the file contains instructions for drawing the image and specialized rendering software then interprets the directions and draws it in real time for the user.

Visitors with a high-speed connection can download almost instantly because the file sizes are quite small. Because the graphics are based on mathematical functions, and not bitmaps, designers can easily increase and decrease their sizes without introducing the appearance of jagged edges with each change.

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