Virtual product placement is entering a new era—and it’s AI-powered.
In a move that could reshape branded content in the U.S., Rembrand, an innovator in AI-driven ad tech, and Mirriad, an Oscar-winning pioneer in virtual placement, have joined forces in a strategic joint venture. The goal? To deliver a faster, smarter, and more scalable solution for seamlessly inserting brands into premium content—without interrupting the viewer experience.
A Natural Match in the Age of Contextual Commerce
The partnership marries Rembrand’s AI-powered placement engine, known for rapid execution and high-quality integration, with Mirriad’s deep experience in virtual placements—including access to high-end connected TV (CTV) inventory and editorial-grade visual fidelity. The result is a robust platform designed to help brands cut through the noise and engage audiences inside the content they already love.
“This collaboration with Mirriad marks a pivotal moment for the future of virtual placement,” said Omar Tawakol, CEO of Rembrand. “By integrating our AI-powered platform with Mirriad’s access to premium content, we are poised to deliver a truly transformative solution for brands.”
Why It Matters
As viewers migrate from linear TV to streaming and ad fatigue increases, brands are desperate for fresh, non-disruptive ways to connect. Virtual product placement—which integrates logos, branded items, or signage directly into shows, creator videos, or sports broadcasts—offers a compelling answer. It’s adtech meets set design, and it’s rapidly gaining traction across media and entertainment.
What sets this venture apart is speed and scale. Traditional virtual placements can take days or weeks to approve and deliver. Rembrand’s AI chops dramatically shorten that cycle, letting marketers respond in real-time to trends and cultural moments—ideal for campaign agility in today’s attention economy.
The Business Mechanics
The new joint venture will handle all U.S. publisher and brand relationships, ensuring seamless continuity for current clients. Mirriad’s U.S. supply and demand team will stay in place under the new entity, and existing deals will continue as-is under Mirriad US. That operational stability ensures that brands and publishers alike benefit from innovation without disruption.
This consolidation also gives the new venture a competitive edge against other virtual ad tech players—many of whom lack access to premium inventory or must choose between speed and quality. By integrating both, Rembrand and Mirriad are setting a new standard in how virtual advertising is sold, placed, and experienced.
The formation of this joint venture speaks to a broader trend: the blending of entertainment and advertising. As viewers increasingly opt for ad-free or ad-light experiences, embedding brand messaging directly into content—subtly, contextually, and artistically—may be one of the few remaining ways to stay relevant and visible.
With this partnership, Rembrand and Mirriad are making a bold bet on that future. For brands trying to reach audiences without pushing them away, it might just be the most important placement of all.
