LONDON: Mirriad Advertising, a pioneer in in-content advertising and virtual product placement, has announced a strategic partnership with TripleLift Inc., a leader in advanced advertising technology.

This collaboration is set to transform the digital advertising landscape by integrating TripleLift’s supply-side platform (SSP) capabilities with Mirriad’s extensive in-content inventory.

The partnership heralds a new era for programmatic ad buying, offering advertisers and media buyers unprecedented access to Mirriad’s inventory through popular media buying platforms like Google’s DV360 and the Trade Desk. By leveraging TripleLift’s SSP, the process of selling in-content inventory will be automated, streamlining the buying experience across various channels including online video, connected television, and more.

This alliance is poised to scale the in-content format as a new norm within the digital ad-buying ecosystem. The programmatic model, which utilizes sophisticated algorithms and technology platforms, promises to enhance the efficiency, accuracy, and scope of digital media inventory management, surpassing the capabilities of traditional manual processes.

Mirriad and TripleLift are committed to creating a comprehensive marketplace that not only features content from top entertainment media conglomerates but also embraces a diverse array of content partners. This marketplace will span multiple digital video formats such as connected TV (CTV), video on demand (VOD), and free ad-supported streaming (FAST).

The synergy between Mirriad and TripleLift is expected to drive innovation in the digital advertising domain, with both companies continuing to monetize their services through the 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.”

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