Gracenote teams with major connected TV (CTV) players to optimize contextual ad targeting
Gracenote, Nielsen's content data unit, is enhancing CTV advertising by introducing new contextual categories powered by program-level metadata. Partnering with Peer39 and Magnite (NASDAQ: MGNI), Gracenote's data will be available on DSP platforms for programmatic CTV ad buys. Publishers like Cineverse, DIRECTV Advertising, Philo, Tastemade, and Xumo can now use Gracenote Contextual Video Data to provide more transparency for media buyers.
This initiative aims to optimize targeting and deliver incremental reach, making Gracenote's metadata the common taxonomy for CTV marketplace transactions. The data offers unprecedented granularity for programmatic ad buys, allowing publishers to package ad inventory more effectively and advertisers to reach target audiences at scale. This collaboration is expected to improve CTV advertising outcomes and create a stronger ecosystem benefiting advertisers, publishers, and consumers.
Gracenote, l'unità di dati sui contenuti di Nielsen, sta potenziando la pubblicità CTV introducendo nuove categorie contestuali basate su metadati a livello di programma. In collaborazione con Peer39 e Magnite (NASDAQ: MGNI), i dati di Gracenote saranno disponibili su piattaforme DSP per acquisti pubblicitari programmatici su CTV. Editor come Cineverse, DIRECTV Advertising, Philo, Tastemade e Xumo possono ora utilizzare i Dati Video Contestuali di Gracenote per garantire maggiore trasparenza agli acquirenti di media.
Questa iniziativa mira a ottimizzare il targeting e fornire una portata incrementale, rendendo il metadata di Gracenote la tassonomia comune per le transazioni nel mercato CTV. I dati offrono una granularità senza precedenti per gli acquisti pubblicitari programmatici, consentendo agli editor di confezionare più efficacemente l'inventario pubblicitario e agli inserzionisti di raggiungere i pubblici target su vasta scala. Si prevede che questa collaborazione migliori i risultati della pubblicità su CTV e crei un ecosistema più forte a beneficio di inserzionisti, editori e consumatori.
Gracenote, la unidad de datos de contenido de Nielsen, está mejorando la publicidad en CTV al introducir nuevas categorías contextuales impulsadas por metadatos a nivel de programa. En asociación con Peer39 y Magnite (NASDAQ: MGNI), los datos de Gracenote estarán disponibles en plataformas DSP para compras publicitarias programáticas en CTV. Editores como Cineverse, DIRECTV Advertising, Philo, Tastemade y Xumo ahora pueden utilizar los Datos de Video Contextual de Gracenote para proporcionar mayor transparencia a los compradores de medios.
Esta iniciativa tiene como objetivo optimizar la segmentación y generar un alcance incremental, convirtiendo los metadatos de Gracenote en la taxonomía común para las transacciones en el mercado de CTV. Los datos ofrecen una granularidad sin precedentes para las compras publicitarias programáticas, lo que permite a los editores empaquetar el inventario publicitario de manera más efectiva y a los anunciantes alcanzar audiencias objetivo a gran escala. Se espera que esta colaboración mejore los resultados de la publicidad en CTV y cree un ecosistema más sólido que beneficie a anunciantes, editores y consumidores.
Gracenote는 Nielsen의 콘텐츠 데이터 유닛으로서, 프로그램 수준의 메타데이터를 기반으로 새로운 컨텍스트 카테고리를 도입하여 CTV 광고를 강화하고 있습니다. Peer39 및 Magnite(NASDAQ: MGNI)와 협력하여 Gracenote의 데이터는 CTV 광고 구매를 위한 프로그램matic DSP 플랫폼에서 사용할 수 있게 됩니다. Cineverse, DIRECTV Advertising, Philo, Tastemade, Xumo와 같은 퍼블리셔는 이제 Gracenote 컨텍스추얼 비디오 데이터를 사용하여 미디어 구매자에게 더 많은 투명성을 제공할 수 있습니다.
이 이니셔티브는 타겟팅을 최적화하고 추가적인 도달 범위를 제공하는 것을 목표로 하며, Gracenote의 메타데이터를 CTV 마켓플레이스 거래를 위한 공통 분류법으로 만듭니다. 이 데이터는 프로그램 광고 구매에 대한 전례 없는 세분화를 제공하여, 퍼블리셔들이 광고 재고를 보다 효과적으로 포장하고 광고주들이 대규모로 타겟 오디언스에 도달할 수 있도록 합니다. 이 협업은 CTV 광고 결과를 개선하고 광고주, 퍼블리셔 및 소비자에게 혜택을 주는 더 강력한 생태계를 만드는 데 기여할 것으로 예상됩니다.
Gracenote, l'unité de données de contenu de Nielsen, améliore la publicité CTV en introduisant de nouvelles catégories contextuelles alimentées par des métadonnées au niveau des programmes. En partenariat avec Peer39 et Magnite (NASDAQ: MGNI), les données de Gracenote seront disponibles sur des plateformes DSP pour des achats publicitaires CTV programmatiques. Des éditeurs tels que Cineverse, DIRECTV Advertising, Philo, Tastemade et Xumo peuvent désormais utiliser les Données Vidéo Contextuelles de Gracenote pour offrir plus de transparence aux acheteurs de médias.
Cette initiative vise à optimiser le ciblage et à fournir une portée incrémentale, rendant les métadonnées de Gracenote la taxonomie commune pour les transactions sur le marché CTV. Les données offrent une granularité sans précédent pour les achats publicitaires programmatiques, permettant aux éditeurs de mieux empaqueter l'inventaire publicitaire et aux annonceurs d'atteindre des audiences cibles à grande échelle. Cette collaboration devrait améliorer les résultats de la publicité CTV et créer un écosystème plus solide profitant aux annonceurs, éditeurs et consommateurs.
Gracenote, die Inhaltseinheit von Nielsen, verbessert die CTV-Werbung durch die Einführung neuer kontextueller Kategorien, die auf programmspezifischen Metadaten basieren. In Zusammenarbeit mit Peer39 und Magnite (NASDAQ: MGNI) werden die Daten von Gracenote über DSP-Plattformen für programmatische CTV-Anzeigenkäufe verfügbar sein. Verlage wie Cineverse, DIRECTV Advertising, Philo, Tastemade und Xumo können nun die kontextuellen Videodaten von Gracenote nutzen, um Medienkäufern mehr Transparenz zu bieten.
Diese Initiative zielt darauf ab, die Zielgruppenansprache zu optimieren und eine zusätzliche Reichweite zu erzielen, wobei die Metadaten von Gracenote als gemeinsame Taxonomie für Transaktionen im CTV-Marktplatz dienen. Die Daten bieten eine bislang unerreichte Granularität für programmatische Anzeigenkäufe, sodass Verlage Werbeinventar effektiver bündeln und Werbetreibende Zielgruppen in großem Maßstab erreichen können. Es wird erwartet, dass diese Zusammenarbeit die Ergebnisse der CTV-Werbung verbessert und ein stärkeres Ökosystem schafft, das Werbetreibenden, Verlagen und Verbrauchern zugutekommt.
- Gracenote's metadata becomes the standard taxonomy for CTV marketplace transactions
- Enhanced targeting capabilities for advertisers in the CTV space
- Potential for increased revenue for publishers through better ad inventory packaging
- Improved transparency and scale for CTV advertising
- Collaboration with major industry players like Peer39 and Magnite (NASDAQ: MGNI)
- None.
Insights
Gracenote's collaboration with major CTV players marks a significant shift in the advertising landscape. This move towards contextual targeting in CTV is poised to address two critical issues in the industry: scale and transparency.
The introduction of Gracenote-powered contextual categories could potentially unlock new revenue streams for content creators and publishers. By providing more granular data about program content, advertisers can better target their desired audiences, potentially leading to higher CPMs for publishers.
However, it's important to note that this development may face challenges. Privacy concerns and the potential for over-targeting could lead to viewer fatigue or ad avoidance behaviors. Additionally, the effectiveness of contextual targeting compared to behavioral targeting in the CTV space remains to be seen.
From an investor's perspective, this move could positively impact companies involved in the CTV advertising ecosystem. Particularly, it may benefit:
- Nielsen (Gracenote's parent company)
- Magnite (NASDAQ: MGNI)
- Other mentioned partners like DIRECTV, Philo and Xumo
Long-term, if successful, this initiative could accelerate the shift of ad dollars from traditional TV to CTV, potentially reshaping the
The integration of Gracenote's metadata into the CTV advertising ecosystem represents a significant technological advancement. Here's why it matters:
1. Standardization: By providing a common taxonomy for media buyers and sellers, Gracenote is addressing a key challenge in the fragmented CTV landscape. This standardization could streamline transactions and improve efficiency in the ad buying process.
2. Granularity at Scale: The ability to provide program-level metadata for targeting is a game-changer. It allows for more precise targeting without compromising user privacy, as it doesn't rely on personal data.
3. Programmatic Integration: The partnership with Peer39 and integration with various DSPs and SSPs indicates a move towards more automated, data-driven ad buying in CTV. This could lead to more efficient allocation of ad budgets and potentially better ROI for advertisers.
4. Content Discovery: While the focus is on advertising, this metadata could also enhance content discovery for viewers, potentially increasing engagement and watch time on CTV platforms.
However, the success of this initiative will depend on widespread adoption across the industry and the ability to demonstrate measurable improvements in ad performance. Investors should monitor adoption rates and any reported improvements in ad efficiency or CPMs as indicators of success.
New contextual categories powered by program-level Gracenote metadata available for Q4 campaigns with Cineverse, DIRECTV Advertising, Philo, Tastemade and Xumo to help buyers target key audiences at scale
Publishers including Cineverse, DIRECTV Advertising, Philo, Tastemade and Xumo can enhance their programming with Gracenote Contextual Video Data which describes individual TV shows and movies to provide more visibility and transparency for media buyers who want additional signals around content. Agencies including Cannella Media and Ocean Media intend to use Gracenote CTV categories to optimize targeting and deliver incremental reach.
High quality Gracenote metadata has long been trusted by the world's leading publishers and streamers to power innovative video experiences and advanced content discovery. With this announcement, Gracenote is making its gold-standard program genres, ratings, content types and advisories available as the common taxonomy for media buyers and sellers to transact direct and programmatic CTV buys on.
"For CTV advertising to reach its full potential, scale and transparency are critical," said Trent Wheeler, Chief Product Officer at Gracenote. "Gracenote is uniquely positioned to become the taxonomy for the CTV marketplace providing program-level metadata for sellers and buyers to transact on. The insight into content enabled by Gracenote Contextual Video Data will help publishers optimize their CTV inventory and advertisers reach target audiences at scale."
Gracenote data provides unprecedented granularity at scale for programmatic ad buys. Publishers can use Gracenote's deep descriptive metadata to package ad inventory to unlock incremental revenue for content catalogs. Magnite's controls allow publishers to determine when this content metadata is shared with advertisers.
For example, if a sports documentary is only identified as a "documentary," it may miss out on suitable bids for "sports enthusiasts" and other sports categories, limiting incremental reach. A "drama" set in
"CTV represents the future of television advertising and the ability to pass standardized contextual data signals at scale will improve results for advertisers and lead to more investment for publishers," said Mario Diez, CEO of Peer39. "We've spent the past several years looking to bring more effectiveness to CTV ad targeting. Together with Gracenote, we hope to create a strong ecosystem where advertisers, publishers and consumers all benefit from content supported through contextually relevant advertising."
Making Gracenote's contextual CTV categories available through Peer39 will allow advertisers and agencies to better understand available programming and more effectively target audiences to achieve their advertising goals. Media buyers can also use keyword targeting to match against or exclude actor, director, sports type, mood, theme, subject, location and other types of in-content metadata. Gracenote's program ratings and parental advisory categories give brands the confidence to lift channel blocks while avoiding unsuitable content.
"Magnite is pleased to be working with Gracenote to scale the use of standardized contextual categories to improve CTV advertising outcomes and as our collaboration continues, we'll innovate together to facilitate the adoption, scale, and distribution of Contextual Video Data," said Kristen Williams, SVP of Strategic Partnerships at Magnite. "In addition to experimenting with different packages based on contextual use cases, we are discussing additional features including more robust data controls for media owners. We look forward to working closely with Gracenote and our partners to increase collaboration through contextual insights."
The addition of Gracenote metadata adds new content-level control to Peer39 and creates the most scaled and precise set of CTV data available to the marketplace. This forms the foundation of a better CTV advertising ecosystem in which publishers, agencies and brands benefit. DSPs, SSPs and publishers either already leveraging or planning to leverage the new Gracenote categories through Peer39 include Basis, Cadent, DeepIntent, Illumin (formerly Acuity), Index Exchange, Infillion (formerly Mediamath), Magnite, Microsoft (formerly Xandr), Plex, Viant (formerly Adelphic) and Yahoo.
Industry Supporters
Cannella Media: "Cannella Media is excited to work with Gracenote and leverage its contextual program metadata," said Chris Brombach, SVP, Media and Strategy at Cannella Media. "We are confident that efficient access to CTV inventory and enhanced targeting enabled by Gracenote will allow us to build on our successful CTV campaign strategies—ultimately driving increased profitability for our clients."
DIRECTV Advertising: "At DIRECTV Advertising, we are committed to providing our advertisers the tools to reach their audiences most effectively," said Matt Jamison, AVP, Head of Ad Sales Partnerships at DIRECTV Advertising. "By integrating Gracenote's content metadata, we can offer brands more precision in the content they're airing within, as well as more transparency on the backend. This collaboration marks a significant step forward in enhancing our CTV advertising capabilities, enabling us to deliver more relevant and impactful ads to our viewers."
Ocean Media: "Contextual signals are critical to optimizing campaigns for our brands so we look forward to advancements here," said Kevin Telkamp, VP, Media Operations at Ocean Media. "Since Connected TV devices are often shared between individuals in the same household, content classification helps to distinguish and better address the optimal consumers for brand messages. We are excited about Gracenote's new standardized contextual data offering and the potential it holds for the betterment of the CTV ecosystem."
Philo: "Context is a key component that allows advertisers to place their ads within
programming that is brand-safe and most effectively supports their message to consumers," said Reed Barker, Head of Advertising at Philo. "With Gracenote's innovative contextual categories, Philo can offer advertisers unparalleled insight into our content, resulting in more effective and impactful ad campaigns. This partnership marks a significant step forward in our mission to provide both our audience and advertisers with the best possible streaming experience."
Tastemade: "Tastemade is a leader in passing as much content metadata as possible, so we've seen firsthand how a lack of standardization can be an inhibitor to buyers," said Evan Bregman, General Manager, Streaming at Tastemade. "We're excited to partner with Gracenote to overcome this hurdle and make it easy for advertisers to transact against contextual segments at scale."
Xumo: "Xumo is optimistic about the power of contextual advertising to help brands reach target consumers by aligning with programming," said Jerrold Son, Vice President, Ad Integrations & Operations at Xumo. "A standard taxonomy which both sellers and buyers can rely on is a critical component to the success of this type of targeting, and we're pleased that Gracenote is making their trusted metadata, IDs and taxonomy available to the ecosystem."
Yahoo: "We've seen repeatedly that relevant ads drive higher attention, and ensuring advertisers have transparency into the type of content they are bidding against is critical for guiding strategies that deliver results," said Beau Ordemann, VP of Advanced TV at Yahoo. "This offering will be beneficial for advertisers trying to reach target audiences by providing enhanced contextual relevance. We look forward to bringing this offering to Yahoo DSP clients and helping them meet their objectives even further."
About Gracenote
Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to the world's leading creators, distributors and platforms. Gracenote has aggregated, normalized and enriched core program metadata covering 30M titles in 360 streaming catalogs in 35 languages and 60 countries. Gracenote technology enables advanced content navigation and discovery capabilities helping individuals to easily connect to the TV shows, movies, music and sports they love while delivering powerful content analytics making complex business decisions simpler. For more information, visit Gracenote.com.
About Peer39
Peer39 is the leading global provider of contextual suitability and quality solutions for modern marketers. The company's AI-powered semantic analysis engine is used by thousands of brands, agencies, and publishers to better understand content across web, CTV, in-app mobile, and online video ad placements. Peer39's targeting, measurement, analytics, and suitability & safety tools are all informed by privacy-compliant, cookie-free data. This ensures that these solutions will help advertisers now, and well into the future of media. For more information, visit Peer39.com.
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SOURCE Gracenote
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