Netmums, the trusted parenting community that supports millions of families across the UK, has announced a strategic partnership with Mantis, a leading provider of AI-driven brand safety and contextual advertising solutions. This partnership will provide advertisers with enhanced brand safety measures while also unlocking new opportunities to reach its dedicated parenting audience with hyper-targeted precision.

By integrating Mantis’s contextual intelligence technology, Netmums can now offer a superior, AI-powered solution that is able to understand and categorise the sentiment and tone of specific web pages, in a human-like way, at scale. This will ensure that ads are placed within contextually relevant and brand suitable environments.

In addition to providing enhanced contextual targeting and brand suitability, advertisers on Netmums can now also access tailored audience segments. This precise and privacy-enabled audience targeting solution enables brands and marketers to reach audiences with specific interests or behaviours across the publisher’s portfolio without the need for third-party cookies. This means that even in a privacy-first world, Netmums can continue to deliver highly relevant and effective advertising solutions to brands.

"We are excited to be able to welcome Netmums to the growing number of publishers utilising our suite of solutions," said Benjamin Pheloung, general manager at Mantis. "As more publishers are lining up to find ways to increase their yield while enhancing brand safety, it is also becoming increasingly clear to advertisers that blunt brand safety tools are no longer enough to navigate today’s digital media landscape. We are proud to be able to offer a market leading AI-driven solution that helps publishers to enhance their advertising offering in a highly agile and effective way."  

Rimi Atwal, managing director at Netmums, said, "Netmums is a truly 360 digital media publisher with multiple touchpoints to guide parents throughout their parenting life. Our content is constantly evolving to provide advice and expert guidance on the things that matter most to families, simultaneously offering a unique brand safe environment for advertisers to reach our highly engaged and diverse audience. We are delighted that our new partnership with Mantis will further enhance our offering and allow brands to reach our audience with even greater precision in terms of both context and brand suitability."

Mantis

Mantis is a leading brand safety and contextual advertising solutions provider for publishers and advertisers. Launched in 2019 initially as part of Reach PLC, the Mantis suite of solutions create an efficient, more transparent advertising ecosystem ...

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