What Mirriad does

Mirriad Advertising PLC was a London-headquartered, AIM-listed technology company that developed an AI-powered virtual product placement (VPP) platform for dynamically inserting brands into existing video content after production. The platform combined computer vision and machine learning to detect insertion zones, segment shots, and render brand integrations into Television, SVOD/AVOD, music video, and influencer content without disrupting the viewing experience. Core proprietary technologies — ZoneSense, AdBroker, NIVA DAI, Valuation, and Marketplace — were protected by 35+ granted patents across the US, EU, UK, and Asia. Mirriad operated a two-sided business model: it monetized advertiser demand for non-intrusive in-content advertising while sharing revenue with content owners (TV networks, streaming platforms, music labels) for providing insertion-ready inventory.

The company served enterprise advertisers across CPG (P&G, L'Oreal Luxury Beauty), automotive (Lexus), and other consumer categories, alongside content partners including Bell Media and a Diverse Supplier Marketplace of 40+ diverse-owned content suppliers. Go-to-market was primarily enterprise field sales with offices in London (HQ), New York, Paris, Munich, Mumbai, Shanghai, Tokyo, and Dubai. Strategic partnerships with BENlabs (dual-pathway traditional + virtual placement), iSpot.tv (cross-platform measurement), Kantar (effectiveness validation), and Microsoft (programmatic delivery) extended distribution and measurement capabilities. Pricing was quote-based, negotiated around campaign scope and inventory access, under multi-year contracts.

Mirriad's commercial trajectory did not reach scaled profitability. A June 2025 CEO transition, an April 2026 change of registered office, and the April 2026 announcement of intention to appoint administrators preceded the appointment of Joint Administrators from FRP Advisory and Begbies Traynor on 13 May 2026, at which point the company ceased trading. Total disclosed funding across 2007-2020 was approximately $66 million from investors including Parkwalk Advisors, IP Group, Unilever Ventures, Oxford Capital, and Oxford Technology Management. No revenue figures were publicly disclosed in available materials.

Name

Mirriad

Legal name

Mirriad Advertising PLC

Website

https://mirriad.com

Company type

Public

Founded year

2007

Operating status

Closed

Headcount range

51–100 employees

Short description

Mirriad was an AI-powered virtual product placement platform that dynamically inserted brands into TV, streaming, music video, and influencer content, serving enterprise advertisers (P&G, L'Oreal, Lexus) and content owners (Bell Media) via a two-sided marketplace.

Ownership category

akta.pro rank

Product category

In-Content Advertising Technology

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Affiliate & Performance Creator Programs (BPAFAHAG)

akta.pro secondary industry

Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK)

Keywords

• Virtual product placement
• In-content advertising
• AI video advertising
• Dynamic ad insertion
• Computer vision advertising

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Virtual Product Placement Advertising: Mirriad charges advertisers for dynamically inserting brands into premium video content. The platform creates new advertising inventory for content owners while providing brands with non-intrusive, high-performance ad placements.
2. Content Monetization Platform: Revenue sharing model with content owners for monetizing their produced content through virtual product placement integrations, creating net-new revenue opportunities for broadcasters, streaming services, and music labels.
3. Dual-Pathway Solution: Combined traditional on-set product placement with virtual integrations through BENlabs partnership, providing comprehensive solution for advertisers across multiple content formats.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mirriad offers an AI-powered, multi-patented Virtual Product Placement (VPP) platform that dynamically inserts brands and products into premium video content (Television, SVOD/AVOD, Music Video, and Influencer content) after production. The platform operates a marketplace of 4,000+ hours of premium content from 60+ content partners, selling VPP inventory to advertisers and agencies while sharing revenue with content owners. The company serves major enterprise brands including Procter & Gamble, L'Oreal, Lexus, and Bell Media through enterprise contracts and emerging programmatic channels.

Product overview

Mirriad offers a unified AI-powered virtual product placement (VPP) platform that dynamically inserts brands into premium video content. The core product consists of the VPP Platform and VPP Marketplace, which together provide end-to-end capabilities from content analysis and inventory discovery to campaign execution and measurement. The Diverse Supplier Marketplace extends the platform with 40+ diverse content partners for culturally targeted campaigns. The recent BENlabs partnership adds a dual-pathway solution combining virtual and traditional product placement for comprehensive in-content advertising. The platform is protected by 35+ granted patents and serves 60+ premium content partners with 4,000+ hours of available inventory.

Differentiator

Problem solved

Functional benefit

Products and services

• Virtual Product Placement (VPP) Platform AI-powered, multi-patented platform that dynamically inserts brands and products into premium Television, SVOD/AVOD, Music Video, and Influencer content, creating net-new advertising inventory without interrupting the viewer experience. Sold to enterprise advertisers and agencies.
• VPP Marketplace Largest virtual product placement marketplace aggregating 4,000+ hours of premium content from 60+ content partners (TV networks, streaming platforms, music labels, influencers). Enables advertisers to discover, buy, and manage virtual placement inventory across multiple content types and platforms.
• Diverse Supplier Virtual Product Placement Marketplace Industry-first marketplace aggregating 40+ diverse-owned and targeted content suppliers. Empowers diverse-owned content creators and enables brands to authentically connect with hard-to-reach audiences through culturally relevant placements.
• Dual Pathway In-Content Advertising Solution (Mirriad + BENlabs) Hybrid in-content advertising solution combining Mirriad's AI-powered virtual product placement with BENlabs' traditional story-driven on-set product placement, enabling seamless brand integrations across streaming, TV, film, music videos, and influencer content with a unified measurement framework.

Quantifiable outcome

• 10x preference over traditional ads
• +8 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature7 records

Partnerships

Five partnerships are on record, tiered flagship, core and strategic.

• BENlabsflagshipStrategic or Co-development Partner · 7 January 2025Industry-first dual-pathway collaboration combining BENlabs' on-set traditional product placement expertise with Mirriad's virtual product placement technology. Enables seamless integration across streaming, TV, film, music videos, and influencer content with unified measurement framework.
• iSpot.tvcoreTechnology or IntegrationCross-platform TV measurement partnership providing real-time, always-on measurement of VPP campaigns. Enables pixel tagging methodology aligned with standard TV ad reporting for ROI and business outcome measurement.
• KantarcoreTechnology or IntegrationResearch partnership providing independent viewer preference and campaign effectiveness data. Kantar research validates VPP performance including 10x preference over traditional ads and 85% viewer approval.
• Trusted Partner Network (TPN)coreOthersTPN is a global content security initiative owned by the Motion Picture Association. Mirriad received Gold Shield Status in 2024, which is a critical enabler for partnerships with major US entertainment and media companies.
• MicrosoftstrategicTechnology or IntegrationPartnership with Microsoft mentioned as central to Mirriad's growth plans and programmatic delivery initiatives. Nature of partnership not fully disclosed.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Magnite: Largest independent CTV and video SSP, providing programmatic monetization infrastructure for streaming and broadcaster inventory; comparable as a video ad-tech intermediary between content owners and advertisers.
• The Trade Desk: Largest independent programmatic DSP with deep advertiser relationships and a stated strategic partnership with Mirriad; represents both a major distribution channel and the most likely strategic acquirer of in-content ad capabilities.
• Roku: Largest CTV operating system in the US with proprietary ad serving, dynamic ad insertion, and content monetization; competes for the same advertiser and content-owner budgets Mirriad targets in CTV.
• FreeWheel: Comcast-owned video ad-serving platform powering ad insertion and monetization for major premium video publishers; a broad incumbent in the same in-content video advertising ecosystem.

Direct peers

• Innovid: Independent ad-tech platform specializing in dynamic ad insertion, interactive CTV advertising, and in-content ad serving across video; the most direct comparable to Mirriad's VPP platform in technology, customer base (advertisers and content owners), and go-to-market.
• BENlabs: Largest product placement agency in entertainment, running traditional on-set brand integrations across TV, film, and influencer content; now a strategic partner via the dual-pathway solution, and the most direct competitor in the broader in-content advertising category.
• Simulmedia: TV advertising planning, activation, and measurement platform focused on cross-platform video campaign execution; comparable in serving advertisers seeking non-traditional video ad placements and outcomes.

Emerging players

• BrightLine: Interactive TV and CTV advertising platform enabling dynamic, addressable ad experiences inside streaming content; overlaps with Mirriad's mission of non-interruptive, in-content ad formats across premium video.
• Wurl: CTV ad-tech platform providing ad delivery, content distribution, and programmatic monetization for streaming services; competes for the same content-owner relationships Mirriad targets for VPP inventory.

Others

• iSpot.tv: Cross-platform TV and video ad measurement provider that partnered with Mirriad for unified campaign measurement; an adjacent enabler in the in-content advertising workflow rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mirriad
• LinkedInlinkedin.com/company/mirriad
• Facebookfacebook.com/MirriAd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds11 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mirriad