#Canada #Toronto #Gracenote #Spectrum Reach #Index Exchange

Introduction

In a significant move for the advertising landscape, Index Exchange Inc., a leading independent supply-side platform, announced a strategic collaboration with Gracenote to bring about a groundbreaking capability in show-level reporting. This initiative marks a transformative step in enhancing programmatic advertising, particularly for streaming TV. The new feature will deliver valuable insights and brand suitability controls to advertisers while enabling media owners to effectively leverage premium inventory.

The Innovation Unveiled

On January 6, 2026, Index Exchange unveiled this innovative feature that empowers buyers with show-level transparency without necessitating activation against Gracenote segments. Spectrum Reach, a prominent media partner, is one of the first to adopt this solution, making premium streaming inventory accessible with enriched contextual signals and detailed reporting at the program level.

This newly launched capability is built on the recent partnership between Index and Gracenote, which introduced the industry's first integration of Gracenote IDs into supply-side platforms (SSPs). This integration supports vital functions such as show-level transparency, brand suitability evaluations, and post-campaign reporting. Notably, Index is positioned as the only SSP to provide this level of reporting powered directly by Gracenote’s widely recognized metadata, known as TMS IDs, ensuring advertisers receive accurate impressions related to their streaming investments.

Enhancing Transparency for Advertisers

The new show-level reporting feature significantly enhances transparency for marketers by providing comprehensive visibility into where their ads are running and the performance associated with them on streaming platforms. This advancement allows marketers to assess adjacency and brand suitability, enhancing their planning and optimizing campaign decisions without introducing additional complexities or reliance on segment-based strategies. It also empowers marketers to gain insights into the types of shows and content themes that resonate well with their campaigns, even if they choose not to engage with specific Gracenote segments.

James Wilhite, VP of Product at Index Exchange, highlighted the necessity for marketers to have deeper transparency and actionable insights in the realm of streaming TV. He emphasized the company's commitment to simplifying access to these capabilities through programmatic advertising, indicating that the intro of Gracenote-powered show-level reporting is a crucial step in advancing measurement approaches and delivering significant innovations for buyers and publishers alike.

Media Owners Benefits

The innovative capability also presents media owners with a scale-friendly and privacy-centric approach to bring contextual data into programmatic sales. With Spectrum Reach leading the way in adopting this feature, media owners can harness Gracenote's rich metadata to distinctively position and elevate the streaming supply, facilitating improved trust and transparency for advertisers while maintaining full control over the dissemination of program-level information.

Jake Richardson, VP Partnerships at Gracenote, expressed that this collaboration aims to enhance the interoperability and practicality of content-based data for modern advertisers. The content ID graph from Gracenote not only sheds light on program-level performance but also reinforces better results across the advertising ecosystem.

Fostering Trust in Advertising

Spectrum Reach’s commitment to improved contextual transparency exemplifies the increasing importance of building trust with advertisers without compromising viewer privacy. Daniel Callahan, Senior Vice President and Chief Revenue Officer at Spectrum Reach, emphasized that arriving at a balance between transparency and high-quality, privacy-focused data is crucial for driving smart media investments, ultimately leading to better decision-making.

The collaboration between Index Exchange and Gracenote is a step towards advancing the future of advertising in the streaming domain, ensuring that advertiser and viewer needs are adeptly met.

Conclusion

The combination of innovative technologies from Index Exchange and Gracenote lays a foundation for creating a more transparent, contextually relevant, and measurement-ready environment for streaming television. As we observe the evolution of the industry, this partnership stands as a testament to the commitment of both companies to enhance the advertising experience, making it more effective and trustworthy for all stakeholders involved.