Nielsen’s Gracenote has launched Gracenote Content Connect, a CTV ad platform designed to improve planning, buying and reporting by offering easy access to standardized program-level metadata. The platform enables agencies, brands, supply-side platforms (SSPs) and demand-side platforms (DSPs) to align ad campaigns with programming based on detailed content signals.
Gracenote Content Connect can be used directly by media buyers for 'hands-on-keyboard' creation of private marketplace (PMP) and programmatic guaranteed (PG) deals. It can also be accessed indirectly through partner SSPs or DSPs to create, manage and activate deals through existing workflows.
The platform uses Gracenote’s proprietary content ID graph, which ties standardized program metadata to a structured taxonomy connected by unique identifiers. The approach ensures a common programming language for ad buyers and sellers, particularly as shows appear across multiple ad-supported CTV platforms and services.
“Gracenote data is widely recognized as the media industry’s gold-standard for powering consumer entertainment search and discovery broadly,” said Kanishk Prasad, VP of Product at Gracenote. “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.”
With access to content signals such as genre, rating and mood, users can bid on CTV inventory and target audiences at the program level. This allows them to retain full control of brand safety and ensure privacy-compliant placements while maintaining the scale needed to achieve campaign goals.
Gracenote continues to power entertainment search and discovery capabilities for platforms globally. The company’s content metadata and unique identifiers (TMS IDs) are widely embedded across the media ecosystem and used by leading publishers to support personalized programming experiences.
