Gracenote, Nielsen’s metadata business, has launched Gracenote Content Connect, a new platform designed to support more granular CTV ad planning, buying and reporting.
The new platform provides agencies, brands, supply-side platforms (SSPs), and demand-side platforms (DSPs) with easy access to Gracenote’s standardised program-level metadata. This facilitates precise program-level ad targeting, better CTV campaign performance and transparent post-campaign reporting.
Media buyers can utilise Gracenote Content Connect in various ways to suit their specific workflows. They can either directly access the platform for “hands-on-keyboard” creation of private marketplace (PMP) and programmatic guaranteed (PG) deals, or they can leverage their partner SSPs or DSPs to create, manage and activate deals on their behalf.
The flexible platform taps Gracenote’s proprietary content ID graph, made up of standardized program metadata organized in a structured taxonomy and connected by unique identifiers. This ensures both ad buyers and sellers are using a common language in relation to programming, a key necessity when shows are widely available across different ad-supported CTV platforms and services.
Kanishk Prasad, VP of Product at Gracenote, said, “Gracenote data is widely recognized as the media industry’s gold standard for powering consumer entertainment search and discovery broadly. By opening up access to content-based signals which enable smarter CTV ad targeting and better campaign performance, we’re taking a big step towards giving advertisers transparency, control and maximum scale across all CTV platforms.”
