Mirriad Advertising plc announced that it has entered into a strategic agreement (the Partnership) with TripleLift Inc. As part of the Partnership, TripleLift's SSP will facilitate automated selling of in-content inventory from Mirriad's growing number of supply partners into leading media buying platforms such as Google's DV360 and the Trade Desk. This will give advertisers and media buyers the ability to buy this inventory in their programmatic platform of choice. The programmatic model is the pivot to scaling the in-content format as a new standard across the digital ad-buying ecosystem.

Programmatic ad buying utilizes algorithms and technology platforms to automate buying, placement and optimization of digital media inventory on a massive scale, making the process more efficient, precise and expandable than the traditional 'manual' processes Mirriad has used to date, especially for broadcast TV inventory. Together, the two companies aim to create a marketplace that includes content from leading entertainment media conglomerates as well as a wide range of diverse-owned and targeted content partners across a range of digital video formats, including connected TV (CTV), video on demand (VOD), and free ad-supported streaming (FAST). Mirriad and TripleLift will continue to monetise their unique services via the respective fees generated from inventory transactions.