Kategori kontekstual baru yang didukung oleh metadata Gracenote tingkat program tersedia untuk kampanye Q4 dengan Cineverse, DIRECTV Advertising, Philo, Tastemade, dan Xumo untuk membantu pembeli menargetkan pemirsa utama dalam skala besar
New York, NY – July 25, 2024 – Gracenote, the content data business unit of Nielsen, is powering new contextual categories to give advertisers greater visibility into the content that their messages run against on connected TV (CTV). By teaming with Peer39, the leading global provider of contextual suitability and quality solutions for modern marketers, these Gracenote-powered contextual CTV categories will be available on Peer39 partner DSP platforms for the first time enabling programmatic CTV ad buys. Additionally, Gracenote has tapped Magnite (NASDAQ: MGNI), the largest independent omnichannel sell-side advertising company, as the first SSP to support and scale these new CTV categories
Publishers including Cineverse, DIRECTV Advertising, Philo, Tastemade and Xumo can enhance their programming with Gracenote Data Video Kontekstual which describes individual TV shows and movies to provide more visibility and transparency for media buyers who want additional signals around content. Agencies including Cannella Media and Ocean Media intend to use Gracenote CTV categories to optimize targeting and deliver incremental reach.
Metadata Gracenote yang berkualitas tinggi telah lama dipercaya oleh para penerbit dan streamer terkemuka di dunia untuk mendukung pengalaman video yang inovatif dan penemuan konten yang canggih. Dengan pengumuman ini, Gracenote menyediakan genre, peringkat, jenis konten, dan saran program berstandar emas sebagai taksonomi umum bagi pembeli dan penjual media untuk melakukan transaksi pembelian CTV langsung dan terprogram.
"Agar iklan CTV dapat mencapai potensi penuhnya, skala dan transparansi sangatlah penting," kata Trent Wheeler, Chief Product Officer di Gracenote. "Gracenote diposisikan secara unik untuk menjadi taksonomi untuk pasar CTV yang menyediakan metadata tingkat program bagi penjual dan pembeli untuk bertransaksi. Wawasan tentang konten yang dimungkinkan oleh Gracenote Contextual Video Data akan membantu penerbit mengoptimalkan inventaris CTV mereka dan pengiklan menjangkau pemirsa target dalam skala besar."
Data Gracenote menyediakan granularitas yang belum pernah ada sebelumnya dalam skala besar untuk pembelian iklan terprogram. Penerbit dapat menggunakan metadata deskriptif Gracenote yang mendalam untuk mengemas inventaris iklan guna membuka pendapatan tambahan untuk katalog konten. Kontrol Magnite memungkinkan penerbit untuk menentukan kapan metadata konten ini dibagikan dengan pengiklan.
For example, if a sports documentary is only identified as a “documentary,” it may miss out on suitable bids for โsports enthusiastsโ and other sports categories, limiting incremental reach. A โdramaโ set in Paris could have multiple sub-genres such as โfashionโ and โtravelโ that would appeal to luxury goods or airline advertisers opening new ad matching opportunities. CTV publishers and content owners can be assured that media buyers will not have access to show, series or episode titles for targeting.
"CTV mewakili masa depan periklanan televisi dan kemampuan untuk meneruskan sinyal data kontekstual terstandardisasi dalam skala besar akan meningkatkan hasil bagi para pengiklan dan menghasilkan lebih banyak investasi bagi para penerbit," ujar Mario Diez, CEO Peer39. "Kami telah menghabiskan beberapa tahun terakhir untuk meningkatkan efektivitas penargetan iklan CTV. Bersama dengan Gracenote, kami berharap dapat menciptakan ekosistem yang kuat di mana pengiklan, penerbit, dan konsumen semuanya mendapatkan keuntungan dari konten yang didukung melalui iklan yang relevan secara kontekstual."
Menyediakan kategori CTV kontekstual Gracenote melalui Peer39 akan memungkinkan pengiklan dan agensi untuk lebih memahami program yang tersedia dan lebih efektif menargetkan pemirsa untuk mencapai tujuan periklanan mereka. Pembeli media juga dapat menggunakan penargetan kata kunci untuk mencocokkan atau mengecualikan aktor, sutradara, jenis olahraga, suasana hati, tema, subjek, lokasi, dan jenis metadata dalam konten lainnya. Peringkat program dan kategori saran orang tua dari Gracenote memberikan kepercayaan diri kepada merek untuk mencabut blokir saluran sambil menghindari konten yang tidak sesuai.
"Magnite senang dapat bekerja sama dengan Gracenote untuk meningkatkan penggunaan kategori kontekstual standar untuk meningkatkan hasil iklan CTV dan seiring dengan berlanjutnya kolaborasi kami, kami akan berinovasi bersama untuk memfasilitasi adopsi, skala, dan distribusi Data Video Kontekstual," ujar Kristen Williams, SVP Kemitraan Strategis Magnite. "Selain bereksperimen dengan paket yang berbeda berdasarkan kasus penggunaan kontekstual, kami juga mendiskusikan fitur tambahan termasuk kontrol data yang lebih kuat untuk pemilik media. Kami berharap dapat bekerja sama dengan Gracenote dan mitra kami untuk meningkatkan kolaborasi melalui wawasan kontekstual."
Penambahan metadata Gracenote menambahkan kontrol tingkat konten baru ke Peer39 dan menciptakan kumpulan data CTV yang paling berskala dan tepat yang tersedia di pasar. Hal ini membentuk fondasi ekosistem periklanan CTV yang lebih baik di mana penerbit, agensi, dan merek mendapatkan keuntungan. DSP, SSP, dan penerbit yang telah memanfaatkan atau berencana untuk memanfaatkan kategori Gracenote baru melalui Peer39 termasuk Basis, Cadent, DeepIntent, Illumin (sebelumnya Acuity), Index Exchange, Infillion (sebelumnya Mediamath), Magnite, Microsoft (sebelumnya Xandr), Plex, Viant (sebelumnya Adelphic), dan Yahoo.
Pendukung Industri
Cannella Media: โCannella Media is excited to work with Gracenote and leverage its contextual program metadata,โ said Chris Brombach, SVP, Media and Strategy at Cannella Media. โWe are confident that efficient access to CTV inventory and enhanced targeting enabled by Gracenote will allow us to build on our successful CTV campaign strategiesโultimately driving increased profitability for our clients.โ
DIRECTV Advertising: โAt DIRECTV Advertising, we are committed to providing our advertisers the tools to reach their audiences most effectively,โ said Matt Jamison, AVP, Head of Ad Sales Partnerships at DIRECTV Advertising. โBy integrating Gracenoteโs content metadata, we can offer brands more precision in the content theyโre airing within, as well as more transparency on the backend. This collaboration marks a significant step forward in enhancing our CTV advertising capabilities, enabling us to deliver more relevant and impactful ads to our viewers.โ
Ocean Media: โContextual signals are critical to optimizing campaigns for our brands so we look forward to advancements here,โ said Kevin Telkamp, VP, Media Operations at Ocean Media. โSince Connected TV devices are often shared between individuals in the same household, content classification helps to distinguish and better address the optimal consumers for brand messages. We are excited about Gracenote’s new standardized contextual data offering and the potential it holds for the betterment of the CTV ecosystem.โ
Philo: โContext is a key component that allows advertisers to place their ads within programming that is brand-safe and most effectively supports their message to consumers,” said Reed Barker, Head of Advertising at Philo. “With Gracenote’s innovative contextual categories, Philo can offer advertisers unparalleled insight into our content, resulting in more effective and impactful ad campaigns. This partnership marks a significant step forward in our mission to provide both our audience and advertisers with the best possible streaming experience.โ
Tastemade: “Tastemade is a leader in passing as much content metadata as possible, so we’ve seen firsthand how a lack of standardization can be an inhibitor to buyers,โ said Evan Bregman, General Manager, Streaming at Tastemade. โWe’re excited to partner with Gracenote to overcome this hurdle and make it easy for advertisers to transact against contextual segments at scale.โ
Xumo: “Xumo is optimistic about the power of contextual advertising to help brands reach target consumers by aligning with programming,โ said Jerrold Son, Vice President, Ad Integrations & Operations at Xumo. โA standard taxonomy which both sellers and buyers can rely on is a critical component to the success of this type of targeting, and weโre pleased that Gracenote is making their trusted metadata, IDs and taxonomy available to the ecosystem.โ
Yahoo: “We’ve seen repeatedly that relevant ads drive higher attention, and ensuring advertisers have transparency into the type of content they are bidding against is critical for guiding strategies that deliver results,โ said Beau Ordemann, VP of Advanced TV at Yahoo. โThis offering will be beneficial for advertisers trying to reach target audiences by providing enhanced contextual relevance. We look forward to bringing this offering to Yahoo DSP clients and helping them meet their objectives even further.”
About Gracenote
Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to the worldโs leading creators, distributors and platforms. Gracenote has aggregated, normalized and enriched core program metadata covering 30M titles in 360 streaming catalogs in 35 languages and 60 countries. Gracenote technology enables advanced content navigation and discovery capabilities helping individuals to easily connect to the TV shows, movies, music and sports they love while delivering powerful content analytics making complex business decisions simpler. For more information, visit Gracenote.com.
Tentang Peer39
Peer39 is the leading global provider of contextual suitability and quality solutions for modern marketers. The companyโs AI-powered semantic analysis engine is used by thousands of brands, agencies, and publishers to better understand content across web, CTV, in-app mobile, and online video ad placements. Peer39โs targeting, measurement, analytics, and suitability & safety tools are all informed by privacy-compliant, cookie-free data. This ensures that these solutions will help advertisers now, and well into the future of media. For more information, visit Peer39.com.
