Mirriad

Mirriad Advertising plc, established in 2008 and publicly listed on the London Stock Exchange's AIM market since 2017, operates at the forefront of in-content advertising technology. The company was founded by Stephan Pretorius and Mark Popkiewicz, who has served as the CEO. The genesis of the company lies in a research project aimed at developing a scalable technology to digitally insert brands into content, a concept that has since evolved into a patented, AI-driven platform.

The core of Mirriad's business is its proprietary computer vision and AI technology, which enables the dynamic insertion of products and branded signage into video content after production. This process, known as virtual product placement (VPP), creates new advertising inventory within existing film, television, and digital video content without interrupting the viewing experience. The technology can analyze content to identify optimal insertion opportunities, match them with relevant brands, and seamlessly integrate the advertisements, ensuring they appear natural within the scene. Mirriad's platform is designed to integrate with the existing advertising ecosystem, allowing for programmatic trading of this new ad format.

Mirriad's business model is centered on generating revenue for content producers and distributors by monetizing this previously unavailable in-content space. The company serves a diverse client base that includes content creators, broadcasters, and major advertisers. By offering a non-disruptive advertising solution, Mirriad addresses the challenge of ad-avoidance behaviors, such as skipping pre-roll ads, which are prevalent among modern audiences. For advertisers, this provides a method to reach engaged viewers in a contextually relevant manner, while for content owners, it unlocks a new stream of income. The company has secured partnerships with major content platforms and brands across key markets including the US, Europe, and China, demonstrating the global applicability of its solution.

Keywords: in-content advertising, virtual product placement, computer vision, ad-tech, digital insertion, programmatic advertising, video monetization, brand integration, non-disruptive ads, contextual advertising