Mirriad and SpringServe to Scale Dynamic In-Content Advertising Through Programmatic Advertising

Magnite Team

October 4, 2021 | 3 min read

October 4, 2021 – Mirriad, the leading in-content advertising company, today announced it is working with Magnite’s SpringServe, the leading ad serving platform for over-the-top (OTT) and connected TV (CTV), to bring scale and automation to the in-content advertising format via programmatic ad campaigns.

Mirriad’s​​ patented AI and computer vision technology dynamically ‘inserts’ adverts into empty spaces in films and television shows streamed online. The collaboration with SpringServe enables Mirriad to programmatically activate more valuable ad inventory, offering brands digital integrations into a broader range of video content. This simplified in-content approach improves the overall viewer experience by limiting commercial interruptions and provides advertisers with dramatically increased reach and impact.

“Working with SpringServe is a decisive step in being able to buy in-content inventory programmatically,” said Stephan Beringer, CEO, Mirriad. “This will unleash new opportunities for publishers and content owners with an ad format that is created in the content itself, thus not interrupting peoples’ viewing experiences. Research* continues to prove that the Mirriad proposition is a transformative advertising solution and we look forward to the results we can achieve with SpringServe.”

Purpose-built for CTV and OTT, SpringServe’s platform delivers control, transparency and analytics to increase ad performance by enabling publishers to maximize the value of their inventory and offer a better brand experience for advertisers.

“As demand for CTV inventory increases, in-content advertising represents a green field opportunity for content owners to create unique supply,’” said Joe Hirsch, General Manager, SpringServe, now part of Magnite. “In-content advertising offers AVOD and SVOD providers new ways to monetize and reach consumers through inventory that lives outside the traditional ‘ad break’. We are excited to combine the efficiencies of programmatic advertising and Mirriad’s technology so that more media owners and advertisers can leverage this format.”

Mirriad and SpringServe will pave the way for in-content advertising across multiple platforms, channels, and markets starting with the US market in 2021 and 2022 and expanding internationally in 2023 in Europe and JAPAC.


*Mirriad consistently delivers strong proven brand results for advertisers averaging 42% increases in advertising awareness and 20% increases in purchase intent which lead to 40% increases in actual brand consumption. Furthermore 85% of consumers like in-content advertising which helps increase brand appeal for 81% of consumers. (Source: Kantar/ Toluna average ~15 studies)

About Mirriad

Mirriad’s market-first solution seamlessly integrates with existing subscription and advertising models, improving the viewer experience by limiting commercial interruptions whilst delivering dramatically increased reach and impact for advertisers.

Mirriad currently operates in the US, Europe and China.

About SpringServe, now part of Magnite

SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to increase ad performance and revenue from media sales. For more information, visit http://www.springserve.com.


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

Mirriad Advertising plc
Stephan Beringer, Chief Executive Officer
David Dorans, Chief Financial Officer
Tel: +44 (0)207 884 2530

Nominated Adviser & Broker:
Canaccord Genuity Limited
Simon Bridges
Thomas Diehl
Tel: +44 (0)20 7523 8000

Financial Communications:
Charlotte Street Partners
Tom Gillingham Tel: +44 (0) 7741 659021
Andrew Wilson Tel: +44 (0) 7810 636995

SpringServe Media Contacts
Danielle DeVoren / Brittany Tibaldi
215-206-3111 / 347-487-6794
ddevoren@kcsa.com / btibaldi@kcsa.com

Magnite Media Contact
Kar Yi Lim

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