Mirriad Advertising Regulatory News (MIRI)

Mirriad Advertising plc

("Mirriad" or the "Company")

Programmatic partnership with TripleLift to scale in-content advertising

Agreement is key to accelerating programmatic sales in the US and beyond

Mirriad, the leading in-content advertising and virtual product placement company, is pleased to announce that it has entered into a strategic agreement (the "Partnership") with TripleLift Inc. ("TripleLift"), which operates a supply-side platform ("SSP") for advanced ad formats that processes over one trillion monthly ad transactions across online video, connected television and other channels.

As part of the Partnership, TripleLift's SSP will facilitate automated selling of in-content inventory from Mirriad's growing number of supply partners into leading media buying platforms such as Google's DV360 and the Trade Desk. This will give advertisers and media buyers the ability to buy this inventory in their programmatic platform of choice.

The programmatic model is the pivot to scaling the in-content format as a new standard across the digital ad-buying ecosystem. Programmatic ad buying utilises algorithms and technology platforms to automate buying, placement and optimisation of digital media inventory on a massive scale, making the process more efficient, precise and expandable than the traditional 'manual' processes Mirriad has used to date, especially for broadcast TV inventory.

Together, the two companies aim to create a marketplace that includes content from leading entertainment media conglomerates as well as a wide range of diverse-owned and targeted content partners across a range of digital video formats, including connected TV ("CTV"), video on demand ("VOD"), and free ad-supported streaming ("FAST").

Mirriad and TripleLift will continue to monetise their unique services via the respective 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."

ENDS

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For further information please visit www.mirriad.com or contact:

Notes to Editors

About Mirriad

The leader in virtual product placement and in-content advertising, Mirriad's multi-patented and award-winning platform dynamically inserts products and brands into Television, SVOD/AVOD, Music, and Influencer content. Mirriad creates net-new revenue opportunities for content owners with an ad format that virtually integrates brands in entertainment content, drives exceptional performance for advertisers and dramatically improves the viewing experience.

Mirriad currently operates in the US, Europe, and India.

About TripleLift

TripleLift is an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data and smart targeting. Through over 1 trillion monthly ad transactions, TripleLift helps publishers and platforms monetize their businesses. Its technology is where the world's leading brands find audiences across online video, connected television, display and native ads. Brand and enterprise customers choose TripleLift because of its innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. It is part of the Vista Equity Partners portfolio. As an NMSDC certified minority owned business, it qualifies for diverse spending goals and is committed to economic inclusion. Further information on TripleLift is available at triplelift.com.