Index Exchange and Gracenote team to enhance contextual intelligence in programmatic Streaming TV

Index Exchange, one of the world’s largest independent supply-side platforms (SSPs), has announced a new integration with Gracenote, the content data business unit of Nielsen, marking a significant advancement in contextual targeting for programmatic streaming TV. The collaboration makes Index the first SSP to incorporate Gracenote’s contextual intelligence, including content metadata, brand safety segments, and granular Do-Not-Air (DNA) controls, directly into its platform.

“This collaboration is about making contextual signals practical for programmatic,” said Catherine Cho, Lead Product Manager, Streaming TV at Index Exchange. “By building Gracenote’s capabilities directly into our workflow, we’re turning show-level data into tools that buyers and publishers can actually put into action.”

“Gracenote’s collaboration with Index Exchange pushes the boundaries of what’s possible in programmatic CTV advertising as brands shift to streaming,” said Kanishk Prasad, Vice President of Product at Gracenote. “By combining our rich metadata and content IDs with Index’s powerful platform, we’re enabling smarter, real-time decisions that improve campaign outcomes for brands, elevate premium content and improve CTV as a channel.”

This strategic integration enables streaming publishers to leverage Gracenote’s widely adopted program metadata and content IDs — traditionally used for content discovery — within Index’s programmatic infrastructure. As a result, publishers can now package and monetize their streaming inventory with show-level contextual insights while maintaining complete control over when and with whom that data is shared. This supports more effective monetization strategies while safeguarding proprietary content information.

For advertisers, the integration introduces a new level of precision and transparency. Through Gracenote-powered contextual segments and DNA lists, marketers can ensure their ads are matched with appropriate programming and avoid placements that could be misaligned with brand values. This is increasingly vital as brands seek both scale and brand suitability in connected TV environments.

Another key benefit of the integration is the addition of program-level delivery reports, which provide advertisers with transparency into adjacent content and allow for more effective campaign optimization. These insights offer a clearer view of performance and contextual alignment, enhancing confidence in connected TV (CTV) ad spend.

The partnership between Index Exchange and Gracenote reflects a broader industry movement toward a more transparent, contextually aware, and brand-safe programmatic ecosystem. As advertisers increasingly demand show-level insight and control in streaming environments, this collaboration sets a precedent for responsible innovation in the monetization of premium CTV content.