RE: 19k10 Mar 2025 22:39
Hi Simms45,
The problem is we don't know all the doors that the "Live Programmatic Solution" will actually open!
The 1st and most important one is to allow the major advertisers the ability to buy VPP at scale, which they currently can't do.
If you follow the UniversalAds interviews they are talking about the "easy button" being used at very short notice, so if Mirriad is part of that set-up (note WBD & Paramount 30% combined share of USA market are Mirriad partners) then VPP is going to have to match that speed.
You've certainly grasped the fact that Mirriad simply don't do VPP unless
1) the content has been cleared by the Content providers
2) the Multinational / Brands have reviewed the content & context to ensure they are happy from a Brand safe point of view etc
So that both feel in total control of the situation & the story they were trying to tell. Mirrriad is simply the facilitator of it all.
Your right deals did fall through at "Upfronts" and the cost to Mirriad has been enormous, in both cash terms (ie money in the bank) but more importantly validation of the VPP space at scale.
I think the JupiterOne document hints & shows you the hoops WBD & Paramount were making Mirriad go through last year. Its also pretty obvious in recent days that both seem pretty happy with where things are right now, so I think several "upfronts" deals will get concluded this time round, running into millions each, will any of them get into that $20 - 40M bracket or bigger, well only time will tell, but whoever was prepared to spend that sort of sum last year has the chance to do it this time round instead & with the added bonus of having Measurement at there finger tips, something that sure wasn't available last year.
LOTM
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