Mantis names Fiona Salmon as new Managing Director


Mantis, a brand safety and contextual advertising solutions provider for publishers, advertisers, and agencies, has announced Fiona Salmon as its new Managing Director.

Having started her role 17 June, Salmon will take responsibility for accelerating growth across the UK and Europe, while overseeing streamlined business operations and prioritising sustainability at the core of Mantis activity.

This appointment marks the latest step in a rapid development journey for Mantis. As part of its mission to fuel greater value for all digital media players, the company is striving to achieve global expansion that will enhance access to its multi-service, context-based solutions.

Using her extensive expertise in cultivating quality media networks, Salmon will play a key role in driving greater collaboration with premium publishers and extending product distribution, the company said.

In addition, Fiona’s proven sustainability credentials will see her incorporating this into the Mantis business, bringing benefits to client and the wider industry

Fiona Salmon

With over 20 years of media experience, Fiona holds an array of knowledge covering digital innovation, insight-driven advertising, and data monetisation.

During her decade-long tenure at Vibrant Media, Fiona’s understanding of publisher priorities gained from past roles at Trinity Mirror, Bauer, and News International proved highly valuable in building a global publisher network of muti-format inventory.

She joins Mantis after leading UK operations at ad tech firm 1plusX and serving as Global Vice President of Partnerships and Sustainability Lead for Captify.

Founded by Reach Plc, Mantis is a smart suite of solutions designed to make online advertising simple, secure, and more effective.

Its intelligent portfolio of tools — including brand safety, contextual targeting, recommendations, and natural language AI — aims to support engaging campaigns that deliver better results for media owners, buyers, and audiences.

“Fiona’s diverse experience makes her the perfect fit for a company sitting at the intersection of media, technology, and advertising,” said Terry Hornsby, EVP and Founder of Mantis.

“Her skills in fostering strategic partnerships will be a vital asset as she takes the helm of our UK operations, and we look forward to seeing her play an integral part in driving ongoing growth.”

Commenting on her new role, Salmon said: “Joining the Mantis team offers a unique and exhilarating opportunity to shape the future of the open web and protect quality journalism through supporting publishers.

“Mantis is already raising the bar on digital experiences, with publishers benefitting from an increase of over 20% more monetiseable inventory, a 73% increase in accuracy of contextual identification and an average increase of 42% in CTR performance.

“I feel privileged to play an integral role in furthering the businesses scope and impact”.

“Mantis’ focus on sustainability through driving efficiencies across the ad ecosystem and offering powerful products with a low carbon footprint is also impressive, and I’m going to keep this high on the agenda.”