Index Exchange, the independent supply-side platforms (SSPs), and Gracenote, the content data business unit of Nielsen, have announced the industry’s first SSP integration of Gracenote contextual intelligence. The collaboration also makes Index the first SSP to embed Gracenote’s brand safety segments and granular Do-Not-Air (DNA) controls directly into its platform.

A number of major publishers already use Gracenote programme metadata and content IDs to power search and discovery for streaming viewers, helping those viewers connect with the content they desire. By extending these same IDs into Index’s platform, publishers can now package streaming supply with contextual data and provide show-level targeting and transparency. Most crucially, publishers keep full control over when and with whom they share contextual data, supporting their monetisation strategies and protecting their data.

For buyers, this means more confident planning and precise activation across streaming TV. Gracenote-powered segments and DNA lists give marketers the ability to align ads with the right shows while avoiding placements in content that doesn’t fit their brand standards.

“This collaboration is about making contextual signals practical for programmatic,” explained Catherine Cho, Lead Product Manager, Streaming TV at Index Exchange. “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.”

The collaboration extends to programme-level delivery reports, equipping buyers with transparency into adjacent content and ad performance at a programme level. These insights aim to enhance confidence in streaming TV spend while introducing optimisation techniques designed for programmatic environments.

“Gracenote’s collaboration with Index Exchange pushes the boundaries of what’s possible in programmatic CTV advertising as brands shift to streaming,” added Kanishk Prasad, VP of Product at Gracenote. “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.”

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Tags: Gracenote, Index Exchange, search