Gracenote debuts CTV ad platform for true program-level precision targeting

INDIA: Nielsen’s Gracenote has launched Content Connect, a new platform that promises to drag connected-TV advertising into a more precise, program-level era. The tool gives agencies, brands, SSPs and DSPs direct access to Gracenote’s standardised metadata, enabling sharper targeting, tighter control and more transparent reporting across CTV campaigns.

The system lets media buyers build private-marketplace and programmatic-guaranteed deals themselves or activate them through partner platforms. At its core sits Gracenote’s proprietary content-ID graph: a structured taxonomy of programmes tied together with unique identifiers, giving both buyers and sellers a common language across a fragmented CTV landscape.

“With access to content-based signals that power smarter targeting and better performance, we’re giving advertisers transparency, control and scale across all CTV platforms,” said Gracenote VP of product Kanishk Prasad.

By exposing signals such as genre, mood and rating, the platform allows program-level bidding while protecting brand safety and user privacy, a balance that has long challenged CTV advertisers.

Gracenote, already embedded across major entertainment platforms through its TMS IDs, will showcase Content Connect at CES from 6–8 January 2026 on an appointment-only basis.