The streaming TV advertising landscape just witnessed its biggest breakthrough. Index Exchange and Gracenote have announced the industry’s first SSP integration of contextual intelligence, revolutionizing how brands connect with streaming audiences.
Table of Contents
Revolutionary Partnership Details
This groundbreaking collaboration makes Index Exchange the first supply-side platform to embed Gracenote’s brand safety segments and granular Do-Not-Air (DNA) controls directly into its system, offering unprecedented control and transparency.
| Feature | Benefit |
|---|---|
| Show-Level Targeting | Precise ad placement based on content context |
| Brand Safety Controls | Advanced DNA filters prevent unsuitable placements |
| Program-Level Reports | Detailed performance insights for optimization |
| Publisher Control | Full data sharing control for monetization strategies |
What This Means for Marketers
Brands can now align advertisements with the right shows while automatically avoiding content that doesn’t match their standards. The integration transforms Gracenote’s rich metadata covering 40M+ titles across 260+ streaming catalogs into actionable programmatic tools.
“This collaboration is about making contextual signals practical for programmatic,” explains Catherine Cho, Lead Product Manager, Streaming TV at Index Exchange. “We’re turning show-level data into tools that buyers and publishers can actually put into action.”
Enhanced Transparency & Performance
The partnership introduces program-level delivery reports, giving advertisers unprecedented transparency into adjacent content and ad performance. This level of insight builds confidence in streaming TV investments while introducing optimization techniques specifically designed for programmatic environments.
Industry Impact
Kanishk Prasad, VP of Product at Gracenote, emphasizes the significance: “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.”
The Bigger Picture
This collaboration addresses the streaming advertising industry’s biggest challenges:
- Content Safety: Automated brand suitability checks
- Targeting Precision: Show-level contextual alignment
- Performance Optimization: Real-time campaign adjustments
- Publisher Empowerment: Enhanced monetization control
With streaming viewership continuing its explosive growth, this partnership positions both companies at the forefront of the programmatic CTV revolution, creating a more contextually aware and responsible advertising ecosystem.
FAQs
What makes this Index Exchange-Gracenote partnership unique?
It’s the first SSP integration offering show-level targeting with embedded brand safety controls.
How does this benefit streaming TV advertisers?
Provides precise content alignment while automatically avoiding brand-unsuitable placements.
