Gracenote Advances Content-Based Targeting to Address CTV Show-Level Data Gaps
· 2h ago · Originally reported by BMI
Gracenote, the Nielsen-owned content data and metadata provider, is expanding its content-based targeting capabilities for Connected TV advertising. The push aims to help advertisers identify and target audiences based on the actual content being watched, addressing a persistent gap in show-level transparency on CTV platforms compared to traditional linear TV.
Why it matters
CTV advertising has grown rapidly, but advertisers often lack the granular show-level data they're used to from linear TV, making it harder to align ads with the right content and context. Better content-based targeting could improve ad relevance and brand safety while reducing reliance on invasive user-level tracking.
Explain it like I’m new here
Imagine watching TV and the ads don't match what you're watching at all—Gracenote is trying to fix that by helping advertisers know what show is playing so the ads actually make sense alongside it.
Terms in this story
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
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.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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