1 November 2021

Mirriad Advertising plc

("Mirriad" or the "Company")

Executive LTIP award, PDMR dealings and wider grant of employee share options

Mirriad Advertising plc, the leading in-content advertising company, announces that, under the terms of the Company's long-term incentive plan ("LTIP"), the following awards were granted on 1 November 2021.

Name and position	Number of shares subject to option
Miles Lewis, Chief Revenue Officer	1,066,667
Philip Mattimoe, Chief Technology Officer	933,333

The options have been designed to be coterminous with the Company's existing senior manager options which were granted on 18^th May 2020 and will fully vest on 18^th May 2023. The options granted will therefore vest monthly evenly over 18 months and will only be capable of exercise at the end of the 18 month vesting period on 18^th May 2023. The exercise price for the options is 34p.

In addition, the Company has also decided to widen share option participation among its staff to incentivise and retain a broader group of employees. In total 4,481,501 market priced share options were granted to 35 staff. The exercise price for these options is 34p. These options will vest in three annual instalments with the first vesting taking place 24 months after the date of grant and will fully vest by 1 November 2025.

The notifications below are made in accordance with the requirements of the Market Abuse Regulations.

1	Details of the person discharging managerial responsibilities / person closely associated
a)	Name	Miles Lewis
2	Reason for the notification
a)	Position / status	Chief Revenue Officer (PDMR)
b)	Initial notification / amendment	Initial notification
3	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name	Mirriad Advertising plc
b)	LEI	213800ZKOK9GIME7HE62
4	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument Identification code	Ordinary shares of £0.00001 each ISIN: GB00BF52QY14
b)	Nature of the transaction	Grant of Options
c)	Price(s) and volume(s)	Exercise price 34p, volume 1,066,667
d)	Aggregated information - Aggregated volume - Price	1,066,667 £362,667
e)	Date of the transaction	1 November 2021
f)	Place of the transaction	Outside a trading venue

1	Details of the person discharging managerial responsibilities / person closely associated
a)	Name	Philip Mattimoe
2	Reason for the notification
a)	Position / status	CTO (PDMR)
b)	Initial notification / amendment	Initial notification
3	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name	Mirriad Advertising plc
b)	LEI	213800ZKOK9GIME7HE62
4	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument Identification code	Ordinary shares of £0.00001 each ISIN: GB00BF52QY14
b)	Nature of the transaction	Grant of Options
c)	Price(s) and volume(s)	Exercise price 34p, volume 933,333
d)	Aggregated information - Aggregated volume - Price	933,333 £317,333
e)	Date of the transaction	1 November 2021
f)	Place of the transaction	Outside a trading venue

ENDS

For further information please visit www.mirriad.com or contact:

Mirriad Advertising plc

Stephan Beringer, Chief Executive Officer

David Dorans, Chief Financial Officer

Tel: +44 (0)207 884 2530

Nominated Adviser & Broker:

Canaccord Genuity Limited

Simon Bridges

Thomas Diehl

Tel: +44 (0)20 7523 8000

Financial Communications:

Charlotte Street Partners

Tom Gillingham

Andrew Wilson

Tel: +44 (0) 7741 659021

Tel: +44 (0) 7810 636995

Notes to Editors

About Mirriad

Mirriad's market-first solution seamlessly integrates with existing subscription and advertising models, improving the viewer experience by limiting commercial interruptions whilst delivering dramatically increased reach and impact for advertisers.

Mirriad currently operates in the US, Europe and China.