Nine has partnered with brand safety and contextual advertising solutions provider Mantis to deliver brand safety and precise targeting across its portfolio of news, lifestyle, sport, and entertainment publishing assets.

This partnership is part of Mantis' expansion into the APAC region and its commitment to increase its global presence. Mantis utilises natural language AI to

Mantis' AI-driven contextual intelligence semantically understands text and media content to more effectively assess its brand safety risk. This 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.

"With AI becoming a key strategic imperative for every business, Nine looked towards how the next generation of AI led brand safety and contextual targeting could assist Nine 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. 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," said Director - Data Commercialisation and Strategy at Nine, Angelo Sinibaldi.

Mantis was launched by Reach in 2019 and offers a suite of AI-powered tools including Brand Safety, Contextual Targeting, Recommender, and Natural Language AI.

"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," said General Manager at Mantis, Ben Pheloung.