Mirriad’s market-first solution seamlessly integrates with existing subscription and advertising models, improving the viewer experience by limiting commercial interruptions while delivering dramatically increased reach and impact for advertisers. Mirriad operates in the United States, Europe and China.
Mirriad has announced a key collaboration with Magnite, the world’s largest independent sell-side advertising platform, which will accelerate the adoption of its in-content ad inventory into the programmatic advertising ecosystem. The group is also making significant progress in building partnerships on the content supply side and with blue-chip advertisers and agencies, particularly in the important North American market. Newly defined KPIs will help clarify further headway here. Two new non-executive director appointments add further industry expertise. Our forecasts are illustrative, remaining cautious on our assumptions of the speed of industry adoption.
With the ever-growing challenges of reaching ad-avoiding audiences and the withdrawal of third-party cookies from FY23, brand owners are looking for more innovative solutions to engage with their target audiences, while content providers are looking to build and protect their ad revenues. To take full advantage, Mirriad needs to integrate with a programmatic advertising ecosystem, with seamless identification and monetisation of ad inventory and a scalable platform readily compatible with agencies’ working practices. The Magnite collaboration is a significant step forward.