National World Partners with Mantis to Enhance Brand Safety & Contextual Offering

National World, one of the largest and most respected news publishers in the UK, home to national titles, has today (October 30th, 2024) announced a strategic partnership with Mantis, which uses natural language AI to deliver industry-leading brand safety and contextual advertising solutions. This partnership will strengthen brand safety for advertisers while enabling more precise targeting across National World’s diverse audience.

At a time when publishers are increasingly prioritising intelligent brand safety and contextual solutions, Mantis’s superior AI-driven technology enables National World to significantly expand the volume of brand-suitable inventory for advertisers. Unlike traditional blocklist-based approaches that often fail to meet the nuanced needs of audiences, Mantis uses advanced contextual intelligence to deliver more precise and reliable assessments of content safety.

"Advertisers keen to harness the huge reach opportunities our titles offer are looking for smarter ways to ensure maximum relevance and brand safety as the news cycle continually changes," said Jade Power, director of digital monetisation at National World. "Our partnership with Mantis enables us to facilitate nimble delivery of contextual campaigns for effective and wide-ranging engagement while ensuring ads are seen beside appropriate stories for each brand. In essence, we can now provide the perfect blend of scale and suitability."

"This collaboration is part of a growing movement to introduce more nuance to digital ad placement," said Ben Pheloung, general manager at Mantis. "Forward-looking publishers such as National World are driving the industry shift away from blanket keyword blocking by embracing natural language solutions that use deep insight into the real meaning of content to inform refined ad serving. Leveraging our advanced AI-powered analysis, we allow brands to build greater awareness among key target audiences and provide vital revenue that supports the production of quality news."