Gracenote launches Content Connect for CTV targeting

Nielsen’s Gracenote has introduced Content Connect, a platform designed to support more accurate planning, buying and reporting for connected TV advertising. The system gives agencies, brands, SSPs and DSPs streamlined access to standardized program-level metadata, enabling more precise targeting and transparency in campaign performance.

The platform can be used directly by media buyers creating private marketplace and programmatic guaranteed deals or through partner SSPs and DSPs that activate deals on their behalf.

Structured metadata for consistent CTV planning

Content Connect draws on Gracenote’s proprietary content ID graph, which organises program metadata within a structured taxonomy. By connecting this information through unique identifiers, the platform ensures buyers and sellers work from a shared understanding of programming across ad-supported CTV environments.

Kanishk Prasad, VP of Product at Gracenote: "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."

Program-level targeting and brand safety controls

Buyers can use signals such as genre, rating and mood to bid on CTV inventory at the program level. This approach offers more control over brand safety, supports privacy-compliant placements and provides the scale needed to meet campaign goals.

Gracenote’s metadata and unique identifiers are widely embedded across the media ecosystem. Publishers rely on these tools to help audiences find relevant programming and to support personalised content discovery.

www.gracenote.com

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