Index Exchange, one of the world’s largest independent supply-side platforms (SSPs), and Gracenote, the content data business unit of Nielsen, announced the industry’s first SSP integration of Gracenote contextual intelligence. This collaboration also makes Index the first SSP to embed Gracenote’s brand safety segments and granular Do-Not-Air (DNA) controls directly within its platform.
Bringing Show-Level Contextual Intelligence Into Programmatic
Leading publishers already rely on Gracenote’s program metadata and content IDs to power content discovery and engagement across streaming platforms. By extending these IDs into Index’s SSP, publishers can now package streaming supply with rich contextual data for show-level targeting and transparency.
Crucially, publishers retain full control over how and when contextual data is shared, ensuring both protection of proprietary data and alignment with their monetization strategies.
For buyers, this advancement unlocks more confident campaign planning and precise activation across streaming TV. Gracenote-powered segments and DNA controls give marketers the tools to align ads with the right shows while avoiding placements that don’t fit brand guidelines.
Also Read: Rembrand Merges with Spaceback, Launching First Platform For AI Creative In Programmatic Advertising Across All Video Channels
Executive Perspectives
“This collaboration is about making contextual signals practical for programmatic,” said 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.”
“Gracenote’s collaboration with Index Exchange pushes the boundaries of what’s possible in programmatic CTV advertising as brands shift to streaming,” said 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.”
Expanding Transparency and Optimization for Buyers
The integration also extends to program-level delivery reporting, giving buyers visibility into adjacent content and campaign performance at the show level. These insights not only strengthen confidence in streaming TV investments but also introduce new optimization strategies purpose-built for programmatic environments.
With this collaboration, Index Exchange and Gracenote are helping both publishers and advertisers realize the full potential of contextual intelligence in CTV, driving more relevant, brand-safe, and effective advertising experiences.