Nielsen's Gracenote launched Gracenote Content Connect on December 4, 2025, introducing a platform that enables agencies, brands, supply-side platforms, and demand-side platforms to execute program-level advertising targeting across connected television environments. The announcement marks a significant infrastructure development for an industry whereย contextual targeting at the program level received only 9.2% prioritizationย from media executives despite widespread effectiveness challenges.
The new platform provides direct access to Gracenote's standardized program-level metadata, facilitating precise ad targeting, campaign performance optimization, and transparent post-campaign reporting across streaming television inventory. Media buyers can access the platform directly for hands-on creation of private marketplace and programmatic guaranteed deals, or leverage partner SSPs and DSPs to create, manage, and activate deals through existing workflows.
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Gracenote Content Connect taps into the company's proprietary content ID graph, which comprises standardized program metadata organized in structured taxonomy and connected by unique identifiers known as TMS IDs. This standardization addresses a critical challenge in fragmented streaming environments where shows appear across multiple ad-supported CTV platforms and services. The system ensures both ad buyers and sellers use common language when discussing programming, eliminating confusion that has historically…