Immediate partners with Mantis to offer contextual brand safety and targeting solution

Mantis’s AI-driven contextual technology will significantly increase volume of inventory available to Immediate’s advertisers.

Immediate, home to trusted brands that people love, which reach more than a third of UK adults, has announced a technology partnership with Mantis, a leading brand safety and contextual advertising solutions provider. This partnership will provide Immediate’s customers with industry-standard brand safety measures and unlock content that was previously inaccessible to advertisers.

Whereas many blocklist-based brand safety solutions fall short of Immediate’s needs — particularly for its special interest brands — Mantis leverages AI-driven contextual intelligence to accurately and efficiently gauge brand safety through semantic understanding of text and media content.

By utilising Mantis’s technology, Immediate will also be able to provide bespoke contextual audiences which can be applied across the entirety of its properties and content, regardless of whether users are identifiable or third-party cookies are available. These audiences can be further refined thanks to the extensive customisability of Mantis’s solutions.

In addition to significantly increasing the volume of monetisable inventory for Immediate’s brands, Mantis’s technology is more performant than alternatives as most processing occurs at the point of page publication rather than user interaction. Reduced processing load also results in lower emissions, aligning with Immediate’s sustainability commitments.

“We partnered with Mantis because its technology is built by publishers for publishers, which gave us the confidence that they would understand both our needs and the needs of our customers,” said James Florence at Immediate. 

“Immediate has had an enormous amount of success with its first party data solution, having been an early adopter. By adding contextual and sentiment data from Mantis into the heart of the product offering, we hope to continue to lead the market, offering effective, innovative solutions to our customers. Allowing them to fairly support the publishing industry and solve addressability challenges at the same time,” said Matthew Rance at Immediate.

“Our partnership with Immediate Media demonstrates that AI-driven contextual technology can solve two of the biggest challenges facing digital publishers: brand safety and cookieless targeting,” said Benjamin Pheloung at Mantis. “With more brand-safe inventory and more targetable users, Immediate will be able to boost the scale and reach of its customers’ campaigns without harming the on-page experience, all while utilising our low carbon footprint products.”

About Immediate:

Immediate, home to trusted brands that people love, own and operate to some of the biggest and well-known consumer brands in the UK, including Radio Times, Good Food, Nutracheck, HistoryExtra and BBC Gardeners’ World Magazine.

Our trusted, quality content reaches 40 million people a month across digital, print, video, podcasts, apps, live events, tools and services.

 We are a purpose-driven business, to bring our audiences joy by helping everyone do what they love, creating content and experiences to inspire our audience’s passions in food, wellness, gardening, history entertainment, and beyond.

With over 1.4 million active subscribers across print and digital, we are the UK’s leading publisher by subscriptions. Immediate is the market leader in many of the sectors we operate in, including food, gardening and children’s publishing.

With offices in London, Bristol and Nottingham, Immediate was named Best Digital Consumer Publishing Company at the 2024 AOP (Association of Online Publishers) Awards, with Immediate’s commercial team picking up Sales Team of the Year.