On December 4, 2013, Millennial Media Inc. (Millennial Media) announced a strategic collaboration with Hipcricket, Inc. (Hipcricket) to offer advertisers deeper analytics across three of the common mobile experiences: mobile applications, mobile web, and messaging services. According to the Company, the collaboration will enable Millennial Media to offer Hipcricket's AD LIFE® messaging platform across its rich media and video ad units. "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."