Millennial Media Leverages Hipcricket AD LIFE® Platform for Mobile Analytics

  Millennial Media Leverages Hipcricket AD LIFE® Platform for Mobile Analytics

  Collaboration Makes Mobile Engagement and Analytics Easier for Brands and

Business Wire

BALTIMORE -- December 4, 2013

Millennial Media (NYSE:MM), the independent leader in mobile advertising,
today announced that it is teaming with Hipcricket, Inc. (OTCQB: HIPP), a
leader in mobile engagement and analytics, to offer advertisers deeper
analytics across three of the common mobile experiences: mobile applications,
mobile web, and messaging services.

The combined offering of Hipcricket’s mobile engagement and analytics platform
and Millennial Media’s advertising platform delivers measurement analytics on
reach and frequency across mediums, creative efficiency, demographics,
behaviors, location-based insights and demographic indexes based off of

“The AD LIFE platform combines all aspects of mobile engagement to drive
awareness, sales and loyalty,” said Ivan Braiker, CEO, Hipcricket. “We are
pleased to provide expanded capabilities to Millennial Media’s large and
diverse client base, and help bridge the mobile advertising and marketing gap
with superior technology, data, analytics and insight. This collaboration
should enable Hipcricket to deliver technology to exciting new growth markets
ripe for embracing our best practices.”

The collaboration will enable Millennial Media to offer Hipcricket’s AD LIFE®
messaging platform across its rich media and video ad units. Clients
leveraging these select mobile ad formats will be able to understand customer
engagements across multiple mobile channels and gain critical insights for
driving stronger messaging and retargeting for future campaigns.

“Measurement is critical to moving the needle in mobile advertising,” said
Frank Weishaupt, SVP, Global Sales & Revenue, Millennial Media. “Brands and
agencies require insights and analytics to inform campaign decisions and
target the right consumers with the right message. The AD LIFE platform is a
comprehensive solution for bringing together mobile advertising and mobile
marketing engagements.”

Millennial Media and Hipcricket also announced that they have agreed to
dismiss with prejudice the lawsuit between them.

About Millennial Media

Millennial Media is the leading independent audience platform in digital
advertising. The company’s mobile-first approach to audience targeting helps
brands connect to consumers in powerful ways and helps developers maximize
their revenue. Its robust cross-screen targeting capabilities, enabled by its
unique data asset and full technology stack, deliver meaningful results for
advertisers and developers.

About Hipcricket

Hipcricket, Inc., (OTCQB: HIPP), provides a unified mobile engagement platform
that drives awareness, sales and loyalty. The AD LIFE® platform has been used
by internationally recognized brands and agencies to power over 250,000
campaigns across SMS, 2D/QR codes, mobile websites, advertising networks,
social media, and branded apps. Hipcricket, Inc. is headquartered in Kirkland,
Wash. For additional Hipcricket news and information, please visit or text "NEWS" to 24474.


Millennial Media
Christina Feeney, 617-301-4181
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