New contextual categories powered by
program-level Gracenote metadata available for Q4 campaigns with
Cineverse, DIRECTV Advertising, Philo, Tastemade and Xumo to
help buyers target key audiences at scale
NEW
YORK, July 25, 2024 /PRNewswire/ -- Gracenote,
the content data business unit of Nielsen, is powering new
contextual categories to give advertisers greater visibility into
the content that their messages run against on connected TV (CTV).
By teaming with Peer39, the leading global provider of contextual
suitability and quality solutions for modern marketers, these
Gracenote-powered contextual CTV categories will be available on
Peer39 partner DSP platforms for the first time enabling
programmatic CTV ad buys. Additionally, Gracenote has tapped
Magnite (NASDAQ: MGNI), the largest independent omnichannel
sell-side advertising company, as the first SSP to support and
scale these new CTV categories.
Publishers including Cineverse, DIRECTV Advertising, Philo,
Tastemade and Xumo can enhance their programming with Gracenote
Contextual Video Data which describes individual TV shows and
movies to provide more visibility and transparency for media buyers
who want additional signals around content. Agencies including
Cannella Media and Ocean Media intend to use Gracenote CTV
categories to optimize targeting and deliver incremental
reach.
High quality Gracenote metadata has long been trusted by the
world's leading publishers and streamers to power innovative video
experiences and advanced content discovery. With this announcement,
Gracenote is making its gold-standard program genres, ratings,
content types and advisories available as the common taxonomy for
media buyers and sellers to transact direct and programmatic CTV
buys on.
"For CTV advertising to reach its full potential, scale and
transparency are critical," said Trent
Wheeler, Chief Product Officer at Gracenote. "Gracenote is
uniquely positioned to become the taxonomy for the CTV marketplace
providing program-level metadata for sellers and buyers to transact
on. The insight into content enabled by Gracenote Contextual Video
Data will help publishers optimize their CTV inventory and
advertisers reach target audiences at scale."
Gracenote data provides unprecedented granularity at scale for
programmatic ad buys. Publishers can use Gracenote's deep
descriptive metadata to package ad inventory to unlock incremental
revenue for content catalogs. Magnite's controls allow publishers
to determine when this content metadata is shared with
advertisers.
For example, if a sports documentary is only identified as a
"documentary," it may miss out on suitable bids for "sports
enthusiasts" and other sports categories, limiting incremental
reach. A "drama" set in Paris
could have multiple sub-genres such as "fashion" and "travel" that
would appeal to luxury goods or airline advertisers opening new ad
matching opportunities. CTV publishers and content owners can be
assured that media buyers will not have access to show, series or
episode titles for targeting.
"CTV represents the future of television advertising and the
ability to pass standardized contextual data signals at scale will
improve results for advertisers and lead to more investment for
publishers," said Mario Diez, CEO of
Peer39. "We've spent the past several years looking to bring more
effectiveness to CTV ad targeting. Together with Gracenote, we hope
to create a strong ecosystem where advertisers, publishers and
consumers all benefit from content supported through contextually
relevant advertising."
Making Gracenote's contextual CTV categories available through
Peer39 will allow advertisers and agencies to better understand
available programming and more effectively target audiences to
achieve their advertising goals. Media buyers can also use keyword
targeting to match against or exclude actor, director, sports type,
mood, theme, subject, location and other types of in-content
metadata. Gracenote's program ratings and parental advisory
categories give brands the confidence to lift channel blocks while
avoiding unsuitable content.
"Magnite is pleased to be working with Gracenote to scale the
use of standardized contextual categories to improve CTV
advertising outcomes and as our collaboration continues, we'll
innovate together to facilitate the adoption, scale, and
distribution of Contextual Video Data," said Kristen Williams, SVP of Strategic Partnerships
at Magnite. "In addition to experimenting with different packages
based on contextual use cases, we are discussing additional
features including more robust data controls for media owners. We
look forward to working closely with Gracenote and our partners to
increase collaboration through contextual insights."
The addition of Gracenote metadata adds new content-level
control to Peer39 and creates the most scaled and precise set of
CTV data available to the marketplace. This forms the foundation of
a better CTV advertising ecosystem in which publishers, agencies
and brands benefit. DSPs, SSPs and publishers either already
leveraging or planning to leverage the new Gracenote categories
through Peer39 include Basis, Cadent, DeepIntent, Illumin (formerly
Acuity), Index Exchange, Infillion (formerly Mediamath), Magnite,
Microsoft (formerly Xandr), Plex, Viant (formerly Adelphic) and
Yahoo.
Industry Supporters
Cannella Media: "Cannella Media is excited to work with
Gracenote and leverage its contextual program metadata," said
Chris Brombach, SVP, Media and
Strategy at Cannella Media. "We are confident that efficient access
to CTV inventory and enhanced targeting enabled by Gracenote will
allow us to build on our successful CTV campaign
strategies—ultimately driving increased profitability for our
clients."
DIRECTV Advertising: "At DIRECTV Advertising, we are
committed to providing our advertisers the tools to reach their
audiences most effectively," said Matt
Jamison, AVP, Head of Ad Sales Partnerships at DIRECTV
Advertising. "By integrating Gracenote's content metadata, we can
offer brands more precision in the content they're airing within,
as well as more transparency on the backend. This collaboration
marks a significant step forward in enhancing our CTV advertising
capabilities, enabling us to deliver more relevant and impactful
ads to our viewers."
Ocean Media: "Contextual signals are critical to
optimizing campaigns for our brands so we look forward to
advancements here," said Kevin
Telkamp, VP, Media Operations at Ocean Media. "Since
Connected TV devices are often shared between individuals in the
same household, content classification helps to distinguish and
better address the optimal consumers for brand messages. We are
excited about Gracenote's new standardized contextual data offering
and the potential it holds for the betterment of the CTV
ecosystem."
Philo: "Context is a key component that allows
advertisers to place their ads within
programming that is brand-safe and most effectively supports their
message to consumers," said Reed
Barker, Head of Advertising at Philo. "With Gracenote's
innovative contextual categories, Philo can offer advertisers
unparalleled insight into our content, resulting in more effective
and impactful ad campaigns. This partnership marks a significant
step forward in our mission to provide both our audience and
advertisers with the best possible streaming experience."
Tastemade: "Tastemade is a leader in passing as much
content metadata as possible, so we've seen firsthand how a lack of
standardization can be an inhibitor to buyers," said Evan Bregman, General Manager, Streaming at
Tastemade. "We're excited to partner with Gracenote to overcome
this hurdle and make it easy for advertisers to transact against
contextual segments at scale."
Xumo: "Xumo is optimistic about the power of
contextual advertising to help brands reach target consumers by
aligning with programming," said Jerrold
Son, Vice President, Ad Integrations & Operations at
Xumo. "A standard taxonomy which both sellers and buyers can rely
on is a critical component to the success of this type of
targeting, and we're pleased that Gracenote is making their trusted
metadata, IDs and taxonomy available to the ecosystem."
Yahoo: "We've seen repeatedly that relevant ads drive
higher attention, and ensuring advertisers have transparency into
the type of content they are bidding against is critical for
guiding strategies that deliver results," said Beau Ordemann, VP of Advanced TV at Yahoo. "This
offering will be beneficial for advertisers trying to reach target
audiences by providing enhanced contextual relevance. We look
forward to bringing this offering to Yahoo DSP clients and helping
them meet their objectives even further."
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 30M titles in 360 streaming catalogs in 35
languages and 60 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.
About Peer39
Peer39 is the leading global provider of
contextual suitability and quality solutions for modern marketers.
The company's AI-powered semantic analysis engine is used by
thousands of brands, agencies, and publishers to better understand
content across web, CTV, in-app mobile, and online video ad
placements. Peer39's targeting, measurement, analytics, and
suitability & safety tools are all informed by
privacy-compliant, cookie-free data. This ensures that these
solutions will help advertisers now, and well into the future of
media. For more information, visit Peer39.com.
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SOURCE Gracenote