Index Exchange, a leading independent supply-side platform, and Gracenote, Nielsen's content data unit, have introduced the industry's first integration of Gracenote contextual intelligence into an SSP. This partnership embeds Gracenote's brand safety segments and granular Do-Not-Air controls directly into Index's platform, enhancing programmatic advertising for connected TV (CTV) with precise contextual targeting and transparency.
Quick Intel
Enhancing Programmatic CTV with Contextual Intelligence Major publishers leverage Gracenote's program metadata and content IDs for streaming search and discovery, connecting viewers with preferred content. This integration extends those IDs into Index's SSP, allowing publishers to package streaming supply with detailed contextual data. Publishers retain full control over data sharing, aligning with their monetization strategies and data protection needs. For buyers, this delivers confident planning and activation, using Gracenote-powered segments to match ads to suitable shows while avoiding misaligned placements through DNA controls.
Turning Data into Actionable Tools The collaboration makes contextual signals practical for programmatic workflows. As Catherine Cho, Lead Product Manager for Streaming TV at Index Exchange, states, "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." Program-level delivery reports further equip buyers with visibility into adjacent content and ad performance, fostering optimization in programmatic environments.
Pushing Boundaries in CTV Advertising This partnership advances programmatic CTV as brands migrate to streaming. Kanishk Prasad, VP of Product at Gracenote, notes, "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." The result is an ecosystem that empowers marketers with precision while honoring publisher priorities for transparency and responsibility.
Index and Gracenote's integration sets a new standard for contextual advertising in streaming TV, bridging rich content data with scalable programmatic tools to drive better outcomes for all stakeholders in the digital advertising landscape.
About Index Exchange Index Exchange is a global advertising supply-side platform enabling media owners to maximize the value of their content on any screen. We're a proud industry pioneer with over 20 years of experience connecting leading experience makers with the world's largest brands to ensure a quality experience for consumers. To learn more, visit: www.indexexchange.com or @indexexchange.
About Gracenote Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to the world's leading creators, distributors and platforms. Gracenote has aggregated, normalized and enriched core program metadata covering 40M+ titles in 260+ streaming catalogs in 70+ languages and 80+ countries. Gracenote technology enables advanced content navigation and discovery capabilities helping individuals to easily connect to the TV shows, movies, music and sports they love while delivering powerful content analytics making complex business decisions simpler. For more information, visit Gracenote.com.
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