LONDON, UK: Mirriad Advertising, the leading in-content advertising company, has worked with Microsoft to build a new API, establishing a roadmap for adopting Microsoft Azure and its AI capabilities for various use-cases.
The Company’s new Application Programming Interface (API) is a first release within the collaboration with Microsoft. The resulting interoperability with Mirriad’s Fusion technology, which enables dynamic insertions by media partners, is able to support high volumes of real-time data exchange.
In practical terms, this enhanced connectivity between media partners and the wider adtech ecosystem is designed to increase the potential scale of the programmatic advertising opportunity.
Mirriad integrates Microsoft Azure API Management to drive this new functionality and support Mirriad’s ability to further integrate with complementary Azure services, quickly and securely building new scalable solutions.
Mirriad will also work with Microsoft on technical briefings and closely align on product roadmaps to exploit the opportunities of the collaboration.
Stephan Beringer, CEO at Mirriad, said: “Partnering with Microsoft is an important milestone for the further development of our in-content advertising platform, proposition and business.
“Microsoft is a leader in cloud technology, cognitive and generative AI, which are key elements to the new marketing frontier that we’re building. The new API is our first release in the collaboration with Microsoft and a main step on our path to scale through automation and integration with the programmatic ecosystem. The wide-ranging agreement with Microsoft can unlock significant benefits and opportunities for both parties as we continue to develop our technical capabilities and scale the creation and delivery of contextually relevant ad experiences in content.”