Mirriad (MIRI,) the in-content advertising company, has teamed up with Microsoft to develop a new Application Programming Interface (API) establishing a roadmap for incorporating Microsoft Azure's AI capabilities across a range of use-cases.
This API, which marks the first product release under the partnership, enhances the interoperability of Mirriad's Fusion technology with media partners and supports the exchange of high volumes of real-time data.
The improved connectivity between media partners and the wider advertising technology ecosystem aims to expand the potential scale of programmatic advertising opportunities.
Stephan Beringer, CEO at Mirriad, said: "Partnering with Microsoft is an important milestone for the further development of our in-content advertising platform, proposition and business."
"Microsoft is a leader in cloud technology, cognitive and generative AI, which are key elements to the new marketing frontier that we're building. The new API is our first release in the collaboration with Microsoft and a main step on our path to scale through automation and integration with the programmatic ecosystem. The wide-ranging agreement with Microsoft can unlock significant benefits and opportunities for both parties as we continue to develop our technical capabilities and scale the creation and delivery of contextually relevant ad experiences in content."
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Mirriad has demonstrated that it continues to be a step ahead of its competitors in the market, with the Microsoft partnership making it even simpler for brands to advertise themselves within a wider range of videos and content. The development offers an opportunity for businesses to reach more potential customers than before.
With Microsoft being a dominant name in the cloud technology and AI space, this in part explains the market's strong reaction to the news this morning, with Mirriad’s shares soaring 100% higher in early trading.
Mirriad's in-content advertising solution addresses the most pressing media challenges of our time, including declining reach, ad fatigue, and limited targeting options. The company offers brands an easy and scalable way to digitally place their ads within popular content, with its platform connecting brands with audiences across various mediums, including linear TV, digital, and subscription video services. Data has shown that in-content ad insertion increases advertisers' reach by 24% on average, demonstrating the strength of Mirriad’s in-content approach over more traditional advertising strategies.
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