LONDON, UK: Mirriad Advertising, the leading in-content advertising company, today announced it is working with Magnite’s SpringServe, the leading ad serving platform for over-the-top (OTT) and connected TV (CTV), to bring scale and automation to the in-content advertising format via programmatic ad campaigns.
Mirriad’s patented, AI and computer vision technology dynamically ‘inserts’ adverts into empty spaces in films and television shows streamed online. The collaboration with SpringServe enables Mirriad to programmatically activate more valuable ad inventory, offering brands digital integrations into a broader range of video content.
This simplified in-content approach improves the overall viewer experience by limiting commercial interruptions and provides advertisers with dramatically increased reach and impact.
“Working with SpringServe is a decisive step in being able to buy in-content inventory programmatically,” said Stephan Beringer, CEO, Mirriad.
“This will unleash new opportunities for publishers and content owners with an ad format that is created in the content itself, thus not interrupting peoples’ viewing experiences. Research* continues to prove that the Mirriad proposition is a transformative advertising solution and we look forward to the results we can achieve with SpringServe.”
Purpose-built for CTV and OTT, SpringServe’s platform delivers control, transparency and analytics to increase ad performance by enabling publishers to maximize the value of their inventory and offer a better brand experience for advertisers.
“As demand for CTV inventory increases, in-content advertising represents a green field opportunity for content owners to create unique supply,” said Joe Hirsch, General Manager, SpringServe, now part of Magnite. “In-content advertising offers AVOD and SVOD providers new ways to monetize and reach consumers through inventory that lives outside the traditional ‘ad break’. We are excited to combine the efficiencies of programmatic advertising and Mirriad’s technology so that more media owners and advertisers can leverage this format.”
Mirriad and SpringServe will pave the way for in-content advertising across multiple platforms, channels, and markets starting with the US market in 2021 and 2022, with the intention of expanding internationally in 2023 in Europe and JAPAC.