Gracenote's New CTV Ad Platform Revolutionizes Targeting for Advertisers

Gracenote Launches Revolutionary CTV Ad Platform

In a notable advancement for the advertising industry, Nielsen's Gracenote has unveiled its latest innovative platform: Content Connect. Set to transform the landscape of connected TV (CTV) advertising, this new tool offers agencies, brands, and platform providers enhanced capabilities in planning, buying, and reporting their advertising strategies.

Gracenote, renowned for its influential role in entertainment search and discovery, aims to optimize CTV ad targeting through this platform by providing standardized program-level metadata. This metadata serves as a foundation for media buyers, enabling precise ad placements tailored specifically to individual program content. The ability to target at such a granular level stands to revolutionize the effectiveness of advertising campaigns.

What Does Gracenote Content Connect Offer?

Gracenote Content Connect streamlines the ad-buying process by allowing users the flexibility to either access the platform directly or partner with supply-side platforms (SSPs) or demand-side platforms (DSPs) for seamless ad deal management. This multi-faceted approach caters to varying workflows, making it suitable for a wide range of advertising needs.

The underlying technology harnesses Gracenote's proprietary content ID graph, which organizes standardized program metadata into a coherent taxonomy. Unique identifiers streamline the communication between ad buyers and sellers, ensuring everyone speaks the same language, particularly vital in a market where television programs are available across numerous ad-supported CTV platforms.

Kanishk Prasad, VP of Product at Gracenote, stated, "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, we're taking a major step towards providing advertisers with essential transparency, control, and extensive reach across all CTV platforms."

Enhanced Advertising Strategies

One of the standout features of the Content Connect platform is its ability to offer visibility into key content signals, such as genre, rating, and mood. This capability enables advertisers to bid on CTV inventory and deliver messages at the program level, thereby maximizing brand safety and facilitating privacy-compliant placements while still achieving the scale required to meet their campaign objectives.

Gracenote has long been a critical player in powering entertainment search and discovery capabilities, assisting platforms in driving user engagement with personalized programming. Their content metadata and unique identifiers (TMS IDs) are integral to the media landscape, trusted by leading publishers to enhance user experience.

Upcoming Preview at CES 2026

Media professionals interested in exploring the potential of Gracenote Content Connect can look forward to an exclusive preview at CES, scheduled from January 6 to 8, 2026. This event promises to showcase how the platform can empower advertisers to craft smarter campaigns that effectively connect with audiences.

As digital advertising continues to evolve, Gracenote's Content Connect is poised to set new standards in CTV targeting, offering advertisers a powerful tool for navigating the complexities of modern media consumption.

For more information about Gracenote and its offerings, or to schedule a meeting at CES, interested parties can visit Gracenote.com.