Gracenote, the content data business unit of Nielsen, is powering new contextual categories to give advertisers greater visibility into the content that their messages run against on connected TV (CTV). By teaming with Peer39, the leading global provider of contextual suitability and quality solutions for modern marketers, these Gracenote-powered contextual CTV categories will be available on Peer39 partner DSP platforms for the first time enabling programmatic CTV ad buys. Additionally, Gracenote has tapped Magnite, the largest independent omnichannel sell-side advertising company, as the first SSP to support and scale these new CTV categories.
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.
Trent Wheeler, Chief Product Officer at Gracenote referred to the possibilities allowed by the technology in question.: “For CTV advertising to reach its full potential, scale and transparency are critical. 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," explained.
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 Paris could have multiple sub-genres such as “fashion” and “travel” that would appeal to luxury goods or airline advertisers opening new ad matching opportunities. CTV publishers and content owners can be assured that media buyers will not have access to show, series or episode titles for targeting.
Meanwhile, CTV Mario Diez, CEO of Peer39 understands the agreement as an opportunity to generate more investment for publishers: "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. 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," noted.
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.
FInally, Kristen Williams, SVP of Strategic Partnerships at Magnite:“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. 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," expressed.
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 and Viant (formerly Adelphic).
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