Gracenote and Magnite tie streaming ad deals to on-screen content metadata
· 26h ago · Originally reported by PPC Land
Gracenote and Magnite are packaging US streaming TV ad inventory using content metadata covering 58 million titles, exposed as deal IDs buyers can activate in Magnite's ClearLine or any DSP. Pricing, fees and which streaming services are participating were not disclosed.
Why it matters
Contextual targeting based on what viewers are actually watching gives buyers a cookie-free way to place relevant CTV ads, and shows how content metadata is becoming a currency in streaming ad sales.
Explain it like I’m new here
It's like labeling every show on TV with tags so advertisers can say 'show my ad during cooking shows' instead of guessing who's watching.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Deal ID
A deal ID is a unique code in a bid request telling the buyer's DSP that the impression belongs to a specific pre-agreed deal, such as a PMP or programmatic guaranteed.
DSP (demand-side platform)
A DSP (demand-side platform) is software that advertisers and agencies use to buy ad impressions automatically across many exchanges and publishers, deciding which impressions to bid on and how much.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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