Mirriad Advertising
Mirriad Advertising PLC (LON:MIRI) was an AIM-listed UK company that used patented AI computer-vision technology to insert brands into existing TV, SVOD/AVOD, music, and influencer video content for advertisers and broadcasters across the UK, US, China, and India. It entered administration in May 2026 after failing to secure emergency funding.
- Company typePublic
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Mirriad Advertising does
Mirriad Advertising PLC was a London-listed, AIM-traded technology company (ticker LON:MIRI) that developed AI-powered virtual product placement (VPP) — a means of dynamically inserting branded imagery into pre-existing video content across linear Television, SVOD/AVOD, music, and influencer programming. The platform used computer vision and patented detection/insertion methods (35+ patents) to identify contextual placement opportunities and overlay brand assets post-production, creating a new inventory layer for advertisers and a monetisation channel for content owners. The company also operated a Diverse Supplier VPP Marketplace, the first of its kind, with 40+ multicultural content partners designed to help brands reach hard-to-reach audience segments.
The business monetised VPP through enterprise direct sales to broadcasters, advertisers, and brand owners across the UK, US, China, and India, with named customers including Target, Macy's, L'Oreal (Luxury Beauty), Bell Media, Lexus, and Procter & Gamble (Charmin). Marketing metrics cited from Kantar research — including 10X preference over traditional ads, 85% viewer likeability, and 45% of top US ad spenders working with Mirriad — were central to the value proposition, alongside claims of operating the largest VPP marketplace with 4,000+ hours of premium content and 60+ content partners. Pricing was quote-based, anchored on multi-year enterprise contracts.
The company's financial trajectory ended in insolvency. A May 2025 equity raise of approximately $398K was followed by an April 2026 administration warning (cash of ~£675K as of 30 March 2026, market cap below £180K, and a US joint-venture partner materially underperforming), culminating in the appointment of Joint Administrators from FRP Advisory Trading Limited and Begbies Traynor (London) LLP on 13 May 2026, at which point the company ceased trading.
Mirriad Advertising firmographics
Firmographics- Name
- Mirriad Advertising
- Legal name
- Mirriad Advertising PLC
- Website
- https://mirriadplc.com
- Company type
- Public
- Founded year
- 2008
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- Mirriad Advertising PLC (LON:MIRI) was an AIM-listed UK company that used patented AI computer-vision technology to insert brands into existing TV, SVOD/AVOD, music, and influencer video content for advertisers and broadcasters across the UK, US, China, and India. It entered administration in May 2026 after failing to secure emergency funding.
- Ownership category
- akta.pro rank
Mirriad Advertising industry classification
Industry- Product category
- Digital Advertising Technology
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Advertising Agencies (54181), Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Brand Advertising (Broadcast/Online Commercials) (MPADAEAA)
- akta.pro secondary industries
- Advertising, Marketing & Customer Personalization (HDAAAGAC), AVOD Streaming Channels (Ad-Supported OTT) (MPABAHAA), Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI)
Keywords
Where Mirriad Advertising is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Mirriad Advertising business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Virtual Product Placement Advertising: Mirriad generates revenue by inserting advertising imagery into pre-existing video content for broadcasters, advertisers, and brand owners. The company creates new revenue streams for content owners while providing advertising inventory for brands.
- Content Owner Monetization Services: Revenue from content owners who use Mirriad's platform to monetize their produced content by enabling virtual product placement in existing programming
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Mirriad Advertising product offering
Product offeringCore offering
Mirriad Advertising operates an AI-powered platform that dynamically inserts brand imagery into pre-existing premium video content — Television, SVOD/AVOD, music videos, and influencer content — post-production. The platform enables advertisers to place brands inside content and gives broadcasters and content owners a new monetization channel through virtual product placement inventory.
Product overview
Mirriad Advertising operates as an in-video advertising technology company offering a unified Virtual Product Placement (VPP) platform. The core offering consists of AI-powered virtual product placement technology that dynamically inserts brands into premium video content across Television, SVOD/AVOD, Music, and Influencer channels. The platform is complemented by a Diverse Supplier Virtual Product Placement Marketplace featuring 40+ diverse content partners. The company holds 35+ patents for its technology and works with 60+ premium content partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtual Product Placement (VPP) Platform AI-powered in-content advertising technology that dynamically inserts brand imagery into pre-existing Television, SVOD/AVOD, Music, and Influencer video content. The solution enables brand advertisers to place products into content post-production and creates new revenue streams for content owners while enhancing viewer experience.
- Diverse Supplier Virtual Product Placement Marketplace
Quantifiable outcome
- 10X more preferred than traditional ads
- +3 more outcomes
Companies that use Mirriad Advertising
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Mirriad Advertising technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
Mirriad Advertising partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- US Joint Venture PartnercorePerformance from US joint venture partner has been significantly below expectations, contributing to the company's financial difficulties and imminent collapse warning in April 2026.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Mirriad Advertising competitors and assessment
Company assessmentBroad incumbents
- Roku: Roku operates the leading AVOD/CTV platform with native ad formats including branded content integrations; a major potential in-house competitor to Mirriad's VPP.
- Innovid: Innovid is an established ad-tech platform providing cross-channel creative, delivery, and measurement for CTV and digital video, offering overlapping capabilities to Mirriad for brand advertisers.
- FreeWheel: FreeWheel (Comcast) provides ad-management technology for premium video including CTV, offering addressable and in-content advertising capabilities that compete with Mirriad's broadcaster-focused VPP.
- The Trade Desk: The Trade Desk is a major programmatic ad-buying platform increasingly embedding CTV and in-content advertising capabilities, competing for the same brand advertiser budgets as Mirriad.
- Snap Inc. Snap operates AR-based product placement and brand integration tools within creator content, an adjacent advertising technology competing for in-content brand budgets.
- Tubi: Tubi (Fox) is a major free ad-supported streaming service with sophisticated in-content and contextual ad formats, representing a CTV platform that integrates VPP-style placements natively.
Regional players
- ITV: ITV is the UK's largest commercial broadcaster operating in Mirriad's home market, with its own in-content and programmatic advertising capabilities across linear and ITVX streaming.
Direct peers
- Ryff: Ryff is a direct competitor offering AI-powered virtual product placement technology for film, TV, and streaming content, addressing the same brand integration use cases as Mirriad.
- Iconic Engine: Iconic Engine provides virtual product placement and in-content advertising technology for premium video, directly competing with Mirriad's core VPP offering.
Emerging players
- KERV.ai: KERV.ai uses AI/computer vision to identify and activate shoppable moments within video content, an emerging player in the in-content advertising space overlapping with Mirriad's VPP thesis.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mirriad Advertising social profiles
Digital presenceMirriad Advertising financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mirriad Advertising leadership team
Management profileNumber of profiles
Mirriad Advertising funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mirriad Advertising M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mirriad Advertising
What does Mirriad Advertising do?
Mirriad Advertising operates an AI-powered platform that dynamically inserts brand imagery into pre-existing premium video content — Television, SVOD/AVOD, music videos, and influencer content — post-production. The platform enables advertisers to place brands inside content and gives broadcasters and content owners a new monetization channel through virtual product placement inventory.
Is Mirriad Advertising a public or private company?
Mirriad Advertising is a public company. It is classified as public and is currently acquired.
When was Mirriad Advertising founded?
Mirriad Advertising was founded in 2008. It employs 51 to 100 people.
Where is Mirriad Advertising based?
Mirriad Advertising is headquartered in London, United Kingdom, in the Europe region.
How does Mirriad Advertising make money?
Two revenue lines are on record. Virtual Product Placement Advertising is the primary driver. The others are content Owner Monetization Services.
Who are Mirriad Advertising's main competitors?
Broad incumbents on record are Roku, Innovid, FreeWheel, The Trade Desk, Snap Inc. and Tubi. ITV is listed as a regional player. Direct peers are Ryff and Iconic Engine. KERV.ai is listed as an emerging player.
Does Mirriad Advertising have an API?
No public API is recorded for Mirriad Advertising.
What industry is Mirriad Advertising in?
Mirriad Advertising's product category is Digital Advertising Technology. Its primary akta.pro industry code is MPADAEAA, Brand Advertising (Broadcast/Online Commercials), with a secondary code of HDAAAGAC, Advertising, Marketing & Customer Personalization. Its NAICS code is 516210 and its SIC code is 7310.