London-based advertising technology startup Mirriad has today signed a deal with Chinese media giant Tencent. The deal will utilise Mirriads in-video tech to place ads in online video content, even once its in post-production.

City A.M. understands that staff from Mirriad will join Tencents advertising teams as part of the deal, from which the startup will gain an average of 20 per cent in revenue share from every ad sold.

Founded in 2015 and with overseas offices in India, New York, Brazil and China, the company floated on the London Stock Exchange last year for £62m, and has since done deals across Asia with the likes of Alibaba, Star India and Univision.

Read more: This in-video advertising firm is all set for a £62m float

A test-run of the agreement saw Mirriad place images of Chinas Bank of Communications across Tencents digital video platform.

“Chinas video-on-demand market has the most potential of any around the world, and in-video advertising offers brands a highly effective way to reach their target audiences,” said Mirriad CEO Mark Popkiewicz.

“Were pleased to partner with Tencent to bring this dynamic new ad format to broadcasters in the region.”

Read more: Alibaba makes $1.43bn investment in digital advertising firm Focus Media

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