#United States #New York #Gracenote #CTV Advertising #Magnite

Gracenote and Magnite Join Forces to Enhance CTV Content Intelligence

In a groundbreaking move to streamline connected TV (CTV) advertising, Gracenote, the content intelligence division of Nielsen, has partnered with Magnite, recognized as the largest independent sell-side advertising company. This collaboration aims to empower advertisers with the necessary tools to access custom CTV deals that span both on-demand and live content, significantly enhancing the reach and effectiveness of marketing campaigns.

A New Era for Advertisers

Gracenote's innovative approach leverages its proprietary content graph to transform advertiser targeting criteria into actionable content segments. This technology enables the creation of tailored advertising deals that specifically target CTV inventory available on the Magnite SpringServe platform. Once these custom deals are formed, buyers can seamlessly activate their campaigns through either Magnite ClearLine or their preferred demand-side platform—streamlining the advertising process and optimizing ad placements.

Jake Richardson, the Vice President of Partnerships at Gracenote, stated, “As TV investment shifts to CTV, advertisers have more ways to reach audiences, but audience signals alone don’t tell them what’s on screen.” Through this partnership, Gracenote is introducing layers of content intelligence that enhance deal creation, allowing advertisers to assess relevance, suitability, and brand alignment prior to bidding on ad space.

Navigating the Fragmented CTV Landscape

With the increasing fragmentation brought on by multiple streaming platforms broadcasting live sports, advertisers face a challenge. No longer can they rely on a single network for in-game inventory; instead, they must now navigate various applications that sell ad space during the same events. Enter Gracenote IDs, which span the entire content ecosystem, allowing Magnite to assemble packages that bundle inventory from different services showing the same game. This capability simplifies the buying process and provides more comprehensive advertising strategies.

Richardson further illustrated the advantage of CTV content intelligence, emphasizing that it provides the context necessary for advertisers to make informed decisions. The industry often grapples with inconsistent content descriptions and classifications, complicating buyers’ efforts to evaluate CTV inventory on a large scale. Gracenote’s content graph effectively harmonizes varying source records, creating unified identities for an astonishing 58 million TV and streaming titles. This includes verified metadata such as genre, content ratings, language, and mood, making it easier for advertisers to find suitable programming even when identifiers are missing.

Empowering Advertisers

With the integration of Magnite ClearLine Curation, advertisers gain access to an expanded array of options for identifying and selecting pertinent CTV content. This innovation lays a more reliable foundation for campaign planning and placement decisions, allowing advertisers to make selections based on quality and relevancy rather than guesswork.

Kristen Williams, Senior Vice President of Strategy Partnerships at Magnite, expressed her excitement about the partnership, noting, “Our partnership with Gracenote enriches publisher inventory and helps buyers discover valuable programming.” The collaboration is positioned to bring consistency and scalability to a fragmented CTV landscape while retaining the unique attributes that each publisher offers. It promises to simplify the content discovery process for buyers, leading them to ads that resonate deeply with their target audiences.

Looking Ahead

As Gracenote and Magnite take strides toward a more integrated advertising future, they invite advertisers and agencies to explore custom deals specifically for the U.S. market. By leveraging these advancements, brands can ensure they connect with audiences who are genuinely engaged with their content.

About Gracenote

Gracenote is the content intelligence arm of Nielsen, focusing on standardizing how the global media and entertainment ecosystem indexes content and associated metadata. With extensive knowledge that spans 58 million titles and over 80,000 channels, Gracenote powers search, discovery, and navigation experiences that connect people with the TV shows, films, music, and sports they cherish across more than 80 countries and in over 70 languages.

About Magnite

Based in New York City, Magnite (NASDAQ: MGNI) is the world’s largest independent sell-side advertising company. Its technology enables publishers to monetize their content on various platforms, including CTV, online video, display, and audio. Known for its emphasis on providing safe and high-quality ad inventory, Magnite's platform manages billions of advertising transactions on a monthly basis, serving leading agencies and brands worldwide. Magnite’s global presence includes substantial offices in major cities like Los Angeles, Denver, London, Singapore, and Sydney.

As the partnership between Gracenote and Magnite matures, the advertising landscape is set to evolve, offering new opportunities for advertisers to reach their audiences more effectively than ever before.