Mumbai: Gracenote, Nielsen’s entertainment metadata leader, has launched Gracenote Content Connect, a new CTV advertising platform designed to give agencies, brands, SSPs and DSPs precise program-level targeting capabilities for the first time. The platform aims to transform CTV ad planning, buying, and reporting by providing standardized access to Gracenote’s rich program metadata.
With CTV inventory spread across multiple ad-supported platforms and services, advertisers have long struggled to align campaigns with the specific shows their audiences watch. Content Connect solves this challenge by tapping into Gracenote’s proprietary content ID graph—an extensive dataset of standardized metadata organized in a structured taxonomy and connected through unique identifiers. This allows both ad buyers and sellers to work from a unified content language, enabling more accurate targeting and improved campaign outcomes.
Users can adopt the platform in a way that fits their workflow needs. Media buyers can directly access Content Connect to create private marketplace (PMP) and programmatic guaranteed (PG) deals, or work through partner SSPs and DSPs who can manage and activate deals on their behalf.
Kanishk Prasad, VP of Product at Gracenote, said, “Gracenote data is widely recognized as the media industry’s gold-standard for powering consumer entertainment search and discovery broadly. 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.”
Armed with detailed content attributes such as mood, rating, and genre, advertisers can now bid on CTV inventory at the program level—ensuring privacy-compliant, brand-safe placements without sacrificing reach. The solution delivers greater transparency and control at a time when CTV fragmentation continues to challenge advertisers globally.
Gracenote’s metadata and unique identifiers (TMS IDs) have long powered entertainment discoverability across leading publishers and platforms. With Content Connect, the company extends that influence into the rapidly growing CTV advertising ecosystem.
Gracenote will preview Content Connect at CES 2026, taking place from January 6–8, on an appointment-only basis.
