REG - Mirriad Advertising - Programmatic partnership with TripleLift

Mirriad AdvertisingAnnouncement

08/04/2024 07:00

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RNS Number : 5869J  Mirriad Advertising PLC  08 April 2024

8 April 2024

 

Mirriad Advertising plc

 

("Mirriad" or the "Company")

 

Programmatic partnership with TripleLift to scale in-content advertising

 

Agreement is key to accelerating programmatic sales in the US and beyond

 

Mirriad, the leading in-content advertising and virtual product placement
company, is pleased to announce that it has entered into a strategic agreement
(the "Partnership") with TripleLift Inc. ("TripleLift"), which operates a
supply-side platform ("SSP") for advanced ad formats that processes over one
trillion monthly ad transactions across online video, connected television and
other channels.

 

As part of the Partnership, TripleLift's SSP will facilitate automated selling
of in-content inventory from Mirriad's growing number of supply partners into
leading media buying platforms such as Google's DV360 and the Trade Desk. This
will give advertisers and media buyers the ability to buy this inventory in
their programmatic platform of choice.

 

The programmatic model is the pivot to scaling the in-content format as a new
standard across the digital ad-buying ecosystem. Programmatic ad buying
utilises algorithms and technology platforms to automate buying, placement and
optimisation of digital media inventory on a massive scale, making the process
more efficient, precise and expandable than the traditional 'manual' processes
Mirriad has used to date, especially for broadcast TV inventory.

 

Together, the two companies aim to create a marketplace that includes content
from leading entertainment media conglomerates as well as a wide range of
diverse-owned and targeted content partners across a range of digital video
formats, including connected TV ("CTV"), video on demand ("VOD"), and free
ad-supported streaming ("FAST").

 

Mirriad and TripleLift will continue to monetise their unique services via the
respective fees generated from inventory transactions.

 

Stephan Beringer, CEO at Mirriad, said: "It's exciting to take this next step
on the path towards programmatic in-content advertising, which is a game
changer for the industry and Mirriad revenues. This partnership establishes
our connection to nearly all the world's leading demand-side platforms,
offering advertisers an automated way to purchase in-content placements on
their preferred platforms, targeting key audiences within Mirriad's expanding
network of partners.

 

"Following recent agreements with US entertainment 'majors' and 'super
majors', and the programmatic testing with partners and content distribution
platforms over the last 18 months, we are a key step closer towards a
'plug-and-sell' proposition which will accelerate adoption and scaling.
Working with TripleLift, a leading ad tech platform that is truly elevating
digital advertising through high quality inventory, data, and smart targeting,
means Mirriad can offer existing and new content partners an integrated
programmatic solution.

 

"Mirriad's high-performing format will move to the centre of the programmatic
ecosystem at a moment when advertisers are looking for more inventory to
effectively reach mass audiences in the age of streaming. The ability to
monetise new content from our entertainment partners now becomes much easier,
beyond what was possible previously."

 

ENDS

 

For further information please visit www.mirriad.com (http://www.mirriad.com)
or contact:

 

 Mirriad Advertising plc                                                   c/o Charlotte Street Partners

 Stephan Beringer, Chief Executive Officer

 Nic Hellyer, Chief Financial Officer

 Nominated Adviser & Broker:                                               Tel: +44 (0)20 3328 5656

 Allenby Capital Limited

 James Reeve/Lauren Wright (Corporate Finance)

 Guy McDougall/Matt Butlin (Sales and Corporate Broking)

 Financial Communications:

 Charlotte Street Partners

 Tom Gillingham                                                            Tel: +44 (0) 7741 659021

 

Notes to Editors

 

About Mirriad

 

The leader in virtual product placement and in-content advertising, Mirriad's
multi-patented and award-winning platform dynamically inserts products and
brands into Television, SVOD/AVOD, Music, and Influencer content. Mirriad
creates net-new revenue opportunities for content owners with an ad format
that virtually integrates brands in entertainment content, drives exceptional
performance for advertisers and dramatically improves the viewing experience.

 

Mirriad currently operates in the US, Europe, and India.

 

About TripleLift

TripleLift is an advertising platform on a mission to elevate digital
advertising through beautiful creative, quality publishers, actionable data
and smart targeting. Through over 1 trillion monthly ad transactions,
TripleLift helps publishers and platforms monetize their businesses. Its
technology is where the world's leading brands find audiences across online
video, connected television, display and native ads. Brand and enterprise
customers choose TripleLift because of its innovative solutions, premium
formats, and supportive experts dedicated to maximizing their performance. It
is part of the Vista Equity Partners portfolio. As an NMSDC certified minority
owned business, it qualifies for diverse spending goals and is committed to
economic inclusion. Further information on TripleLift is available at
triplelift.com
(https://c212.net/c/link/?t=0&l=en&o=3979703-1&h=712203289&u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D3894699-1%26h%3D1066614238%26u%3Dhttps%253A%252F%252Fc212.net%252Fc%252Flink%252F%253Ft%253D0%2526l%253Den%2526o%253D3665616-1%2526h%253D429054733%2526u%253Dhttp%25253A%25252F%25252Ftriplelift.com%25252F%2526a%253D%2525C2%2525A0triplelift.com%26a%3Dtriplelift.com&a=triplelift.com)
.

 

 

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