Australian news giant Nine bolsters brand safety offering via Mantis partnership

Brand safety solution provider Mantis expands its operations further into APAC, cementing its position as a leading partner for the news media

SYDNEY, September 4th 2024 – Nine, one of the largest and most respected news publishers in Australia, has announced a partnership with Mantis, which uses natural language AI to deliver industry-leading brand safety and contextual advertising solutions. The collaboration will enable Nine to better protect the reputations of advertisers using Mantis’ pioneering brand safety tools. 

The strategic partnership marks a significant milestone in Mantis’ continued expansion into the APAC region, part of its wider commitment to increase its global presence and deliver its leading brand safety solutions to major publishers in every market.

As one of Australia’s most trusted news providers, Nine needs a brand safety solution that can keep up with the fast-moving news agenda. While blocklist-based brand safety solutions present challenges to news publishers due to the limitations they put on their inventory for advertisers, Mantis’ AI-driven contextual intelligence semantically understands text and media content to more effectively assess its brand safety risk. This not only ensures that brands are able to deliver ads in a safe environment, but also opens up the availability of safe content that was previously blocked by imprecise blocklist-based tools.

The partnership will also enhance the precision of ad targeting, allowing brands to reach audiences based on the content they are consuming at any given moment, in turn driving improved engagement.

Angelo Sinibaldi, Data Commercialisation and Strategy Director at Nine: “As a national news broadcaster, our broad and highly engaged audience is a key attraction for advertisers, but at the same time, it is imperative that we deliver effective brand safety. We are pleased to be able to offer brands a solution that truly understands the context and sentiment of content, enhancing both safety and targeting, as well as creating a better on-page ad experience for our readers.”

Ben Pheloung, General Manager at Mantis: “The world over, publishers are challenged by treading the line between offering effective brand safety and gaining the maximum returns from their ad inventory. Our partnership with a publisher as established and trusted as Nine highlights the effectiveness of our solutions in delivering these goals. We are incredibly pleased to be expanding our APAC operations further and look forward to bringing our solutions to even more publishers globally.”