RipCode and Millennial Media Partner to Offer Best in Class Mobile Video Ad Delivery Solution

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RipCode, Inc., an innovator of Internet and mobile video infrastructure solutions, and Millennial Media, Inc., the largest and fastest-growing mobile advertising company, today announced a partnership that will provide advertisers and mobile content publishers an integrated service featuring Millennial Media’s ad targeting and distribution system with RipCode’s on-demand video transcoding and delivery technology.

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As the largest and leading mobile ad network in the industry, it's a natural fit for us to partner with Millennial Media. It enables us to extend video advertising to their impressive list of mobile ad clients and help expand and enrich the monetization model for all mobile video.

This deal will enable Millennial Media's advertiser clients to easily integrate dynamic, visually rich video into their mobile ad campaigns delivered across Millennial Media's industry-leading mobile advertising networks. RipCode clients benefit through seamless inclusion of video advertising from top brands and the best possible user experience, ensuring a profitable model for providing engaging mobile video content to consumers.

"As mobile video penetration grows, delivery of video advertising is becoming a strategic initiative for many brands as they extend their marketing efforts to mobile devices," said Eric Eller, senior vice president of products and marketing at Millennial Media. "RipCode's technology, one of the select high-performance mobile video solutions we utilize, enables our advertiser clients to create more compelling campaigns that utilize sight, sound and motion to powerfully convey the passion and excitement of their respective brands."

Customizing each advertisement to a device-optimized format becomes critical when considering the high degree of technical differentiation between device attributes including screen resolution, codec implementation, and network delivery protocols. With RipCode, video files are optimized for delivery on-demand based on the unique capabilities of a customer's mobile handset, a critical feature for ensuring the best user experience and maximizing screen real estate for mobile advertisers. Combined with Millennial Media's intelligent ad targeting, video ads are paired with contextually relevant video content then seamlessly delivered as a single stream with no re-buffering between the ad and the requested content.

"RipCode's mobile and Internet video solutions were designed to meet the needs of today's new media customer," said RipCode CEO Brendon Mills. "As the largest and leading mobile ad network in the industry, it's a natural fit for us to partner with Millennial Media. It enables us to extend video advertising to their impressive list of mobile ad clients and help expand and enrich the monetization model for all mobile video."

About RipCode

RipCode's transcoding solution is specifically designed for the next generation of Internet video, providing a powerful dual-application infrastructure solution for delivering video on-demand and real-time video streaming. RipCode's On-Demand and Real-Time Stream Transcoding applications are powered by its high density, high concurrency Video Transcoding Appliance and supported by RipCode's extensive suite of video applications and Web 2.0 workflow solutions. Built to address the high-availability needs of today's new media market, RipCode's On-Demand and Real-Time Stream Transcoding solutions enable the cross-marketing of content over a variety of channels including mobile video, mobile broadcast, Internet video and IPTV – for the greatest flexibility in expanding video delivery and increasing revenue opportunities.

Headquartered in Dallas, Texas, RipCode is privately held and backed by leading venture capital firms including Hunt Ventures, Vesbridge Partners, El Dorado Ventures and ATA Ventures. For more information, visit http://www.RipCode.com.

About Millennial Media

Millennial Media, the industry's largest mobile media networks company, offers the only true, end-to-end platform for mobile advertising – with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrand network for targeted audiences across premium content and Decktrade™ for large-scale performance campaigns, Millennial Media's suite of solutions will meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, visit http://www.millennialmedia.com.

RipCode is a trademark of RipCode Inc. Millennial Media is a trademark of Millennial Media Inc. All other trademarks are property of their respective corporations.

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Jacqui Galow
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