Gracenote Taps Content-Based Metadata to Improve CTV Ad Targeting
· 2h ago · Originally reported by IMPACT Magazine
Gracenote is positioning its content metadata as a targeting solution for connected TV advertisers, aiming to help them reach audiences based on what people are watching rather than who they are. The move addresses a persistent gap in CTV advertising, where granular audience targeting has lagged behind traditional digital channels.
Why it matters
As privacy changes erode user-level tracking, content-based targeting is becoming a critical alternative for CTV advertisers who need precision without relying on personal data.
Explain it like I’m new here
Instead of trying to figure out who's watching a TV show, Gracenote helps advertisers pick the right ads based on what the show is about—like placing toy ads during cartoons.
Read the original at IMPACT Magazine
Terms in this story
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.
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.
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.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
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