Gracenote Launched Content Targeting Tool for CTV
The Nielsen-owned firm released a metadata-based solution for connected television advertising.
Updated on Oct. 6, 2026 in Advertising
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Gracenote has introduced a new content-based targeting tool for connected TV (CTV) advertising that shifts the focus from viewer identity data to granular content metadata. The platform is designed to help brands navigate fragmented program data across streaming environments.
Why it matters
This solution addresses the growing limitations of identity-based tracking while solving for the lack of standardized, program-level information across different streaming platforms. By using content attributes, advertisers can better reach audiences without relying on traditional user-tracking methods.
Gracenote Content Connect allows for the creation of contextual segments using attributes like genre, mood, and ratings. This tool provides standardized metadata across global CTV inventory, serving as a common identification method for video content.
The players
Gracenote
Owned by Nielsen, this content intelligence business provides metadata and identification services for the media and entertainment industry.
Nielsen
This global measurement and data analytics company serves as the parent organization for Gracenote.
The Trade Desk
This technology company operates a demand-side platform that allows marketers to manage data-driven digital advertising campaigns.
The details
Agencies can now build and activate contextual audience segments through collaborative buying platforms, while streamers utilize these metadata to provide detailed inventory information. The system also provides advertisers with show-level delivery logs to verify where their campaigns appear.
Timeline
August 2026 marked the integration of the tool with The Trade Desk.
The official product launch occurred in October 2026.
Market Landscape
The introduction of this tool reflects an industry-wide pivot toward contextual advertising as tracking-based models face increasing regulatory and technical pressure. This positions Gracenote to capture market share by offering standardized metadata that competes with proprietary data silos.
Brands and advertising agencies will gain more reliable targeting capabilities for CTV campaigns, potentially improving the effectiveness of their ad spend. Streamers and publishers can expect a more standardized process for providing inventory data to prospective advertisers.
The takeaway
Advertisers are increasingly moving toward content-centric targeting to navigate a privacy-focused digital landscape. Brands should evaluate how metadata-based audience segments can supplement their existing identity-based strategies.
Further reading
For more on industry shifts, visit the Advertising section.
Source note: This article includes information reported by ETBrandEquity.
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