Virtual product placement firm Mirriad unveils tech integration with Amagi

In-content advertising company Mirriad has announced a technical integration with Amagi, a leader in the facilitation of OTT and FAST channels worldwide.

As a result, Mirriad’s capabilities will now be made available to content owners across Amagi’s ecosystem, making it easier for them to monetise the in-content format. Currently, Amagi works with around 700 content brands, across over 40 countries, delivering more than 50 billion advertising opportunities per year.

In-content advertising including VPP has been gaining traction in recent years as it becomes part of leading advertisers’ media mix. According to Mirriad, the ability to enable it dynamically creates a whole new opportunity for brands to transact and target audience segments, as is already the case with other digital media formats.

Stephan Beringer, CEO of Mirriad, said: “This technical integration with Amagi is a step on our path to scale through programmatic (advertising). Amagi has a vast ecosystem and offers a key growth opportunity in Mirriad’s core US market. Research has consistently proven that Mirriad’s solution improves campaign effectiveness and data-driven targeting will further enhance its performance and potential applications.”

Srinivasan KA, co-founder & chief revenue officer at Amagi, added: “With Mirriad, brands can unlock virtual product placements across our global content network for a truly next-generation advertising opportunity. Our partnership provides an incredible opportunity to deliver in-content advertising to the right audience and do it at scale.”