Mobile video service provider RipCode Inc., and mobile ad network Millennial Media Inc. partnered to provide advertisers and content publishers an integrated video ad-serving service.

Millennial Media is integrating its 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 the Millennial Media mobile advertising networks.

"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," said Eric Eller, vice president of products and marketing at Millennial Media, Baltimore, MD.

"Our strategy is to make the delivery of ads onto mobile videos easier for advertisers," Mr. Eller said. "With so many different devices, screen sizes, network connections and media players, it is hard to make ads that will run well for everyone."

Millennial Media's ad network is made up of various sets of mobile audiences for advertisers.

It is also comprised of hundreds of brand-name and niche publishers that have run over 1,000 mobile advertising campaigns for both branding and performance-driven advertisers.

As a result of the newly announced partnership, 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.

Customizing each advertisement to a device-optimized format becomes critical when considering the high degree of technical differentiation between device attributes.

With RipCode, video files are optimized for delivery on-demand based on the unique capabilities of a customer's mobile handset.

This allows for a better user experience and maximizes screen real estate for mobile advertisers.

Combined with Millennial Media's intelligent ad targeting, video ads are paired with contextually relevant video content and then delivered as a single stream with no re-buffering between the ad and the requested content.

"We are always looking for ways to help advertisers improve the user experience," Mr. Ellis said. "
"The dynamic nature of our integrated solution makes it unique. It supports dynamic insertion and publishers don't have to commit to letting an ad network manage their content."