Mantis partner with Brand Advance to combat blunt ad-blocklist keyword prejudice affecting LGBTQ+ and BAME publications


The Brand Advance Media Network will use Mantis powered by IBM Watson to determine safe advertising opportunities for brands targeting minority groups.

Reach’s Mantis and Brand Advance – the leading cultural marketing agency specialising in LGBTQ+, Black, Asian and minority ethnic audiences – have partnered to use intelligent brand safety tools across its network.

The marketing agency will provide the solution to its publishing clients who will be able to offer a greater degree of safe advertising spots to brands in community outlets as well as to inform important messaging to the BAME and minority groups for digital and OOH campaigns.

This sophisticated brand safety tool is welcome news to minority community publishers disproportionately affected by ad blocking and brands looking to embrace diversity and inclusion.

Emily Britton, head of publisher development at Mantis said: “The LGBTQ+ and BAME publishing communities have been overly affected by prejudicially blunt blocklists which cannot determine context and sentiment around the use of words such as ‘Lesbian’ ‘Queer’ ‘Muslim’ and ‘Black’.

“Mantis working with Brand Advance remedies this conundrum for publishers and brands by ensuring that these publishing communities and brands are better compensated and supported by the AdTech industry.”

Christopher Kenna, CEO at Brand Advance commented: “We are extremely excited to have partnered with Mantis, which will allow us to ensure that we are able to give our clients access to as much diversity media inventory as possible – whilst still maintaining their brand safety around Keywords.”

“The power of contextual media is everything Brand Advance stands for – this is further enhanced by the ability now to tag the context of each article and the sentiment around that article – ensuring that we only restrict negative sentiment around keyword or phases, at clients request – this will also ensure that maximum revenue is earned by every publisher on our network.

“In today’s world, this partnership could not be more relevant and we look forward to building this out as a multi-layer data intelligence offering.”




Get Our Diversity Media & Insights Deck