LONDON (ShareCast) - (Sharecast News) - Mirriad Advertising shot higher on Monday as it announced a strategic agreement with US ad tech company TripleLift, which it said was "key to accelerating programmatic sales in the US and beyond".

Mirriad is a virtual product placement (VPP) and in-content advertising platform. TripleLift is the operator of a supply-side platform (SSP) for advanced ad formats that processes over one trillion monthly ad transactions across online video, connected television and other channels.

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, Mirriad said.

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 chief executive Stephan Beringer said: "It's exciting to take this next step on the path towards programmatic in-content advertising, which is a game changer for the industry and Mirriad revenues.

"This partnership establishes our connection to nearly all the world's leading demand-side platforms, offering advertisers an automated way to purchase in-content placements on their preferred platforms, targeting key audiences within Mirriad's expanding network of partners."

No financial details were given.

At 1050 BST, the shares were up 27% at 2.22p.

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