News UK launches Nucleus Narr(ai)te, unlocking the best of premium publisher content for greater ad effectiveness and efficiency.
For years news brands have found themselves unfairly penalised through miscategorisation from tagging vendors that failed to understand the nuance of written content correctly. To combat this, News UK has undertaken a new collaboration with Illuma. By utilising Illuma’s AI technology enhanced by human intelligence, across News UK’s journalism, Narr(ai)te aims to deliver accuracy and efficiency for advertisers.
The creation of the Nucleus Narr(ai)te tool enables advertisers to tap into News UK’s highly engaged content across all brands like never before.
Charlie Celino, head of strategic development, News UK, said: “This latest extension to the Nucleus suite of products uses cutting-edge AI to answer a core problem for publishers — how to accurately and efficiently tag content for advertisers at scale. Working with Illuma we can now offer agencies and brands more precisely categorised tagging, enabling more effective contextual targeting and greater brand safety.
“What’s important for us as a publisher is that the more nuanced understanding that Narr(ai)te offers means that we can open up large areas of content that might traditionally been wrongly labelled as brand unsafe. This enables advertisers to access more highly-engaged audiences via our trusted, quality journalism. Narr(ai)te is a significant development for the industry and wouldn’t have been possible without the hard work, determination and cross collaboration between teams at both News UK and Illuma.”
Peter Mason, CEO and co-founder, Illuma: “Our collaboration with News UK demonstrates that superior publisher-led standards of contextual accuracy significantly enhance audience relevance for ad campaigns, improving the user experience. This highly nuanced categorisation also opens up more premium, brand-safe inventory, creating scale and opportunity for advertisers and facilitating the flow of revenues into quality journalism.”
News UK played an integral role in training Illuma’s AI model, allowing it to understand the nuances in the brand’s tone of voice and content types creating publisher-specific classifications.This technological step change presents an opportunity for News UK to influence the way tagging is placed on content by NLPs (Natural Language Processors) at scale, allowing News UK’s news brands a dual methodology whereby tagging is qualified by AI and validated by humans.
Early validation testing has shown a subsequent +10% average increase in segment accuracy with notable improvements observed in verticals such as
- ‘Beauty & Skincare’ +25% (The Sun)
- ‘Tech’ +11% (The Sun)
- ‘Travel’ +12% (The Sun)
- ‘Sport’ +20% (The Times)
- ‘Autos’ +16% (The Times)
- ‘Retail’ +13% (The Times)
These core improvements present an opportunity for advertisers to capitalise on highly relevant content where as yet undiscovered audiences are actively engaging.
For more information, visit news.co.uk/nucleus.
