Netmums partners with Mantis to deliver brand safety and hyper-targeted contextual solution

The partnership will help unlock advertising revenue for Netmums, while increasing access to brand-suitable inventory for advertisers.

London, 8th October 2024 – 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.”

About Netmums

Netmums is the parenting community you can trust to help you through the highs and lows of family life. Supportive, inclusive and always relevant, Netmums is a truly 360 digital media publisher, with multiple touchpoints to guide families throughout their parenting journey with a market-leading social audience of millions across Instagram, TikTok and Facebook and a long-running podcast and video series.

Netmums is committed to constantly evolving its content offer to provide advice and expert guidance on the things that matter most in modern family life with new strands for 2024 including Netmums Money Saving Hacks with Britain’s Coupon Kid and our new Netmums Unfiltered podcast. Netmums balances innovation with unwavering focus on offering a safe, moderated community, quality content you can trust and a profound commitment to supporting parents at every stage.

The commitment to accompanying parents through the highs and lows of parenting is underpinned by Netmums Parent Supporter Service and Drop In Clinic - the only completely free, dedicated 24/7 service, staffed by experts of its kind in the UK. For over 15 years the Parent Supporter Service has offered parents an inclusive and easily accessible way of seeking advice from qualified professionals on their biggest challenges, day and night, 365 days of the year. Netmums commitment to funding this service and the partnerships it has forged with partners like StepChange, GoodLaw and the Maternal Mental Health Alliance are integral to Netmums unique offering which sets it apart as a truly supportive parenting platform.

About Mantis

Mantis is a leading brand safety and contextual advertising solutions provider for publishers and advertisers. Launched by Reach in 2019, the Mantis suite of solutions create an efficient, more transparent advertising ecosystem for publishers, brands, and audiences. Mantis’ suite of AI-powered tools – including Brand Safety, Contextual Targeting, Recommender, and Natural Language AI – provide market-leading solutions in today’s complex digital landscape. Built by a publisher to help publishers, agencies, and advertisers, Mantis is the most powerful and precise solution for creating a better advertising experience for all.