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

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

DALLAS & BALTIMORE--(Business Wire)--
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.

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 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(TM) 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 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.

RipCode, Inc.
Jacqui Galow, 512-583-6947
Sr. Director, Marketing Communications
jacqui.galow@ripcode.com
or
HetzelMeade Communications for RipCode
Tabitha Bailey, 805-241-2532
tabitha@hetzelmeade.com
or
Abelson Group, Inc. for Millennial Media
Keith R. Pillow, 805-389-1815
keith@abelsongroup.com
or
Patrick Farrell, 917-331-2166
patrick@abelsongroup.com

Copyright Business Wire 2008