Mumbai: Index Exchange Inc. (Index), one of the world’s largest independent supply-side platforms (SSPs), has partnered with Gracenote, the content data business unit of Nielsen, to deliver the industry’s first SSP integration of Gracenote contextual intelligence. With this development, Index also becomes the first SSP to embed Gracenote’s brand safety segments and granular Do-Not-Air (DNA) controls directly into its platform.
Major publishers already leverage Gracenote program metadata and content IDs to drive search and discovery for streaming viewers, helping audiences connect with the shows they love. By extending these same IDs into Index’s platform, publishers can now package streaming supply with rich contextual data and offer show-level targeting and transparency. Importantly, publishers retain full control over when and with whom they share this contextual data, thereby protecting monetization strategies and safeguarding proprietary data.
For advertisers and buyers, the integration ensures more confident planning and precise activation across streaming TV. Gracenote-powered segments and DNA lists allow marketers to align ads with suitable shows while steering clear of placements in content that doesn’t align with brand standards.
“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.”
The partnership also enables program-level delivery reports, giving buyers deeper visibility into adjacent content and ad performance. These insights are designed to build confidence in streaming TV investments while opening the door to optimization techniques tailored for programmatic environments.
Kanishk Prasad, VP of Product at Gracenote, added, “Gracenote’s collaboration with Index Exchange pushes the boundaries of what’s possible in programmatic CTV advertising as brands shift to streaming. 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.”
With this collaboration, Index and Gracenote aim to create a more contextually aware, transparent, and responsible advertising ecosystem — one that empowers marketers while supporting streaming TV publishers.
