Miroma is a business that enables clients to harness their own inventory to buy advertising. Companies trade all manner of stock – from cars to hotel rooms – with Miroma, which in turn purchases advertising space for them. Founded in 2003 by entrepreneur Marc Boyan and his business partner Michael Hindhaugh, the firm has grown as companies become increasingly receptive to its bartering model as a means of converting surplus stock into valuable advertising. Sales, which represent the total invoice value of stock sold, have grown 96% a year, from £4.4m in 2007 to £32.6m in 2010.
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