• by Alex Weprin , May 3, 2018

Advertising technology firm Mirriad this week released a 10-second in-video advertising unit.

Mirriad has focused on advertising embedded into content. For example, billboards, newspapers or posters in a TV series could be added or changed after the fact to feature new advertising.

The new product takes those ads one step further by inserting 10 second video ads into content, such as into TV sets, supported by static ads appearing elsewhere.

By inserting the ads directly into the content, programming can cut down on commercial breaks, or eliminate them altogether.

The company has an in-house measurement solution called the Visual Impact Score designed to track effectiveness of the ads, and to determine optimal placement. The company says it enlisted comScore to test and verify its new video ad units.