MFAA, the Macromedia Flash Advertising Alliance is a group of leaders in the advertising sector, such as DoubleClick, L90, 24/7 Media, Engage who has developed standard for serving Flash-enabled web ads back in 2002. It was built to create, educate and proliferate rich media solutions for Macromedia Flash advertisements. In particular, MFAA issued recommendations for rich media developers. The MFAA standard makes use of so-called "clickTAG" - a variable that passes information about the banner link (click-through URL) to Flash banner SWF file. Example:
banner.swf?clickTAG=http://www.clickthroughURL.com