Nine has partnered with brand safety and contextual targeting solution Mantis.
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.
Nine's director of data commercialisation and strategy, Angelo Sinibaldi, said as AI is becoming a key strategic imperative for every business, the company has looked towards how the next generation of AI led brand safety and contextual targeting could assist in providing a competitive advantage.
"After an extensive global evaluation of brand safety and contextual targeting vendors, Nine selected Mantis as the preferred vendor to take us into the future," he said.
"Its solution and ease of implementation provides Nine to offer next generation Brand Safety to advertisers, plus also allowing advertisers to leverage our market leading contexti segmentation.”
Mantis GM Ben Pheloung said 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," he said.
"We are incredibly pleased to be expanding our APAC operations further and look forward to bringing our solutions to even more publishers globally.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.