Havas Media Group's Arena Media and tech company Mirriad are partnering with Vice Media for an ad tech platform.
The arrangement will allow HMG clients to digitally integrate a brand into video content from Vice's content producers. The partners say that the technology pairs brands with compatible Vice video content. Havas' programmatic and data capabilities ensure that the right integrations are delivered to the right audience
Liquor brand Bushmills is the first HMG client to utilize this new relationship. Bushmills will be integrated across the Viceland network.
"The move marks new ways for brands to engage with and entertain ad-fatigued audiences and provide brands with a different way to build inventory and revenue across the content landscape," stated Havas.
HMG anticipates that its clients will direct over $25 million in advertising spend toward inventory created by this partnership over the next 12 months.