Gracenote, Magnite Bring Content Intelligence to CTV Curation
Gracenote translates advertisers' targeting criteria into content segments, enabling the creation of custom deals by targeting specific CTV inventory on the Magnite SpringServe platform.
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Gracenote, Nielsen’s content intelligence business, has announced an expanded collaboration with Magnite, the largest independent sell-side advertising company, to curate custom connected TV (CTV) deals.
Using its proprietary, first-to-market content graph, Gracenote translates advertisers’ targeting criteria into content segments, enabling the creation of custom deals by targeting specific CTV inventory on the Magnite SpringServe platform.
Buyers can then use the resulting deal IDs to activate campaigns directly through Magnite ClearLine or with their preferred demand-side platform.
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For example, live sports are expanding across streaming platforms, further fragmenting the viewing experience. Buyers who once turned to a single network for in-game inventory now must navigate multiple apps selling ad space during the same event. Gracenote IDs span that content landscape, allowing Magnite to curate packages containing inventory from participating services carrying the game.
“As TV investment shifts to CTV, advertisers have more ways to reach audiences, but audience signals alone don’t tell them what’s on screen,” said Jake Richardson, Vice President of Partnerships at Gracenote. “With Magnite, we’re bringing CTV content intelligence into deal creation, giving buyers the context to assess relevance, suitability and brand alignment before they bid.”
Inconsistent content descriptions and categories can make it challenging for buyers to evaluate CTV inventory at scale.
Gracenote’s content graph unifies those disparate source records into shared identities for 58 million TV and streaming titles, linking durable, portable identifiers with source-verified metadata such as genre, content rating, language and mood. Even when a content ID is missing, the graph can identify some programming using other signals in the bid request.
Through Magnite ClearLine Curation, this intelligence expands advertisers’ options for finding and selecting relevant CTV content and provides a more consistent foundation for campaign planning and placement decisions.
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“Our partnership with Gracenote enriches publisher inventory and helps buyers discover valuable programming,” said Kristen Williams, senior vice president, Strategy Partnerships at Magnite.
“Curation at the platform level brings greater consistency and scale to a fragmented CTV landscape while preserving what differentiates each publisher’s offering. Together, we’re making it more intuitive for buyers to find content that fits their brands and reach audiences invested in what they’re watching.”
Advertisers and agencies can now request custom deals for the US market by contacting Gracenote.
