Gracenote, the content data division of Nielsen, is introducing advanced contextual categories for connected TV (CTV) advertising to provide advertisers with improved insights into the content their ads are placed against. This innovation, achieved through a collaboration with Peer39, a leader in contextual suitability and quality solutions, marks the debut of Gracenote-powered contextual CTV categories on Peer39’s partner demand-side platforms (DSPs). Additionally, Magnite, the largest independent omnichannel sell-side advertising company, has been selected as the first supply-side platform (SSP) to support and scale these new CTV categories.
Publishers such as Cineverse, DIRECTV Advertising, Philo, Tastemade, and Xumo will benefit from Gracenote’s Contextual Video Data. This detailed metadata provides a deeper understanding of individual TV shows and movies, enhancing transparency for media buyers seeking more granular content signals. Agencies including Cannella Media and Ocean Media are poised to leverage these contextual categories to optimize their targeting and achieve greater reach.
Gracenote’s metadata, known for its high quality and reliability, is widely used by leading publishers and streaming services to drive innovative video experiences and content discovery. This new development allows Gracenote’s program genres, ratings, content types, and advisories to serve as a standardized taxonomy for both direct and programmatic CTV transactions.
Trent Wheeler, Chief Product Officer at Gracenote, emphasized the importance of scale and transparency for CTV advertising: “Gracenote is uniquely positioned to become the taxonomy for the CTV marketplace, providing program-level metadata for transactions. Our Contextual Video Data will enable publishers to optimize their CTV inventory and help advertisers reach target audiences efficiently.”
Gracenote’s data offers detailed granularity for programmatic ad buys, enabling publishers to use the descriptive metadata to package ad inventory and potentially unlock additional revenue streams. Magnite’s platform will facilitate publishers in managing when and how this metadata is shared with advertisers.
For instance, a sports documentary labeled simply as “documentary” might not attract suitable bids from “sports enthusiasts,” while a “drama” set in Paris could have sub-genres like “fashion” and “travel” that appeal to luxury and airline advertisers. CTV publishers can ensure that media buyers do not have access to specific show, series, or episode titles, preserving content confidentiality.
Mario Diez, CEO of Peer39, remarked, “CTV represents the future of television advertising, and standardized contextual data signals will enhance ad effectiveness and drive more investment for publishers. Our partnership with Gracenote aims to create a robust ecosystem benefiting advertisers, publishers, and consumers alike.”
The integration of Gracenote’s contextual CTV categories through Peer39 will enable better understanding and targeting of available programming. Media buyers can utilize keyword targeting to align with or exclude various metadata elements such as actor, director, sports type, mood, and location. Gracenote’s program ratings and parental advisories also provide brands with the confidence to adjust channel blocks while avoiding unsuitable content.
Kristen Williams, SVP of Strategic Partnerships at Magnite, expressed enthusiasm for the collaboration: “We’re excited to work with Gracenote to scale the use of standardized contextual categories, improving CTV advertising outcomes. Our ongoing partnership will focus on innovative features and enhanced data controls for media owners, fostering increased collaboration through contextual insights.”
The introduction of Gracenote’s metadata via Peer39 represents a significant advancement in CTV advertising, offering a comprehensive and precise set of data that benefits DSPs, SSPs, and publishers. The new Gracenote categories are expected to drive improved ad targeting and effectiveness across the CTV landscape.
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