Index Exchange, Gracenote boost contextual ads in streaming TV

Index Exchange has become the first supply-side platform to integrate Gracenote contextual intelligence, introducing brand safety segments and program-level controls directly into its platform. The collaboration allows publishers and buyers to manage streaming TV advertising with greater precision and transparency.

Publishers already rely on Gracenote program metadata and content IDs to improve content discovery for streaming audiences. By extending these IDs into Index Exchange’s platform, publishers can package streaming inventory with show-level contextual data. They also retain control over how and when this information is shared, aligning data use with their monetization strategies.

For advertisers, the integration enables more accurate campaign planning and execution. Gracenote-powered segments and Do-Not-Air lists help brands align with suitable shows while avoiding placements that conflict with their standards.

Catherine Cho, Lead Product Manager, Streaming TV, Index Exchange: "This collaboration is about making contextual signals practical for programmatic. 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 brings program-level delivery reports, offering insights into adjacent content and ad performance. This level of transparency is designed to strengthen confidence in streaming TV investment and support optimization strategies for programmatic environments.

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

Index Exchange and Gracenote describe the integration as a step toward a more contextually aware and transparent advertising ecosystem, one that balances the needs of advertisers with the control required by streaming publishers.

www.indexexchange.com

www.gracenote.com

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