(Alliance News) - Mirriad Advertising PLC on Monday said it has entered an agreement that it hopes will accelerate sales with a particular focus on the US market.
The London-based provider of in-content advertising technology announced its strategic partnership with TripleLift Inc, a New York-based supply-side digital advertising platform.
Under the agreement, TripleLift will facilitate automated selling of Mirriad's in-content ad inventory into leading media buying platforms such as Google's DV360 and the Trade Desk.
This will enable advertisers and media buyers to purchase inventory from their preferred platform while creating a market place which includes content from entertainment and media conglomerates as well as a diverse range of targeted content across various video formats, Mirriad said.
The two company's hope this will allow them to reach mass audiences and enhance monetisation.
Mirriad Chief Executive Officer said: "We are a key step closer towards a 'plug-and-sell' proposition which will accelerate adoption and scaling. Working with TripleLift... means Mirriad can offer existing and new content partners an integrated programmatic solution."
Mirriad shares were up 23% to 2.16 pence each in London on Monday morning.
By Elijah Dale, Alliance News reporter
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Mirriad Advertising (MIRI)