If you are like me, you will avoid adverts at all costs. When watching TV, streaming on Netflix or recording a show, so I can start watching 20mins in and fast forward the ads.

While we congratulate ourselves on being savvy and mock the broken ad ecosystem. We need to remember that that content needs someone to pick up the tab, that's how everything works right?

Mirriad is a video technology company delivering in-video advertising by naturally blending brand advertising into popular entertainment content.

Mirriad creates advertising opportunities within existing video content across multiple shows. Advertisers can reach target audiences in a contextually relevant way without interrupting the viewing experience. The new ad format can be used alone or combined with other media and is aligned with existing media trading.

When I also heard that Mirriad is headquartered in London, with offices in the leading advertising markets in the world: New York, Mumbai, Shanghai and São Paulo, I invited Mark Popkiewicz, CEO of MirriAd onto the show to find out more.