Nowe kategorie kontekstowe oparte na metadanych Gracenote na poziomie programu dostฤpne w kampaniach Q4 z Cineverse, DIRECTV Advertising, Philo, Tastemade i Xumo, aby pomรณc kupujฤ cym dotrzeฤ do kluczowych odbiorcรณw na duลผฤ skalฤ.
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 Contextual Video Data 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.
Wysokiej jakoลci metadane Gracenote od dawna cieszฤ siฤ zaufaniem wiodฤ cych ลwiatowych wydawcรณw i streamerรณw, umoลผliwiajฤ c innowacyjne doลwiadczenia wideo i zaawansowane wyszukiwanie treลci. Wraz z tym ogลoszeniem, Gracenote udostฤpnia swoje zลote standardy gatunkรณw programowych, ocen, typรณw treลci i poradnikรณw jako wspรณlnฤ taksonomiฤ dla kupujฤ cych i sprzedajฤ cych media do bezpoลrednich i programowych zakupรณw CTV.
"Aby reklama CTV mogลa w peลni wykorzystaฤ swรณj potencjaล, skala i przejrzystoลฤ majฤ kluczowe znaczenie" - powiedziaล Trent Wheeler, Chief Product Officer w Gracenote. "Gracenote ma wyjฤ tkowฤ pozycjฤ, aby staฤ siฤ taksonomiฤ dla rynku CTV, dostarczajฤ c metadane na poziomie programu dla sprzedajฤ cych i kupujฤ cych do zawierania transakcji. Wglฤ d w treลci umoลผliwiony przez Gracenote Contextual Video Data pomoลผe wydawcom zoptymalizowaฤ ich zasoby CTV, a reklamodawcom dotrzeฤ do docelowych odbiorcรณw na duลผฤ skalฤ".
Dane Gracenote zapewniajฤ bezprecedensowฤ szczegรณลowoลฤ na duลผฤ skalฤ dla zautomatyzowanych zakupรณw reklam. Wydawcy mogฤ wykorzystywaฤ szczegรณลowe metadane opisowe Gracenote do pakowania zasobรณw reklamowych w celu odblokowania dodatkowych przychodรณw z katalogรณw treลci. Kontrola Magnite pozwala wydawcom okreลliฤ, kiedy te metadane treลci sฤ udostฤpniane reklamodawcom.
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 reprezentuje przyszลoลฤ reklamy telewizyjnej, a moลผliwoลฤ przekazywania znormalizowanych sygnaลรณw danych kontekstowych na duลผฤ skalฤ poprawi wyniki dla reklamodawcรณw i doprowadzi do wiฤkszych inwestycji dla wydawcรณw" - powiedziaล Mario Diez, dyrektor generalny Peer39. "Przez ostatnie kilka lat staraliลmy siฤ zwiฤkszyฤ skutecznoลฤ targetowania reklam w telewizji kablowej. Wspรณlnie z Gracenote mamy nadziejฤ stworzyฤ silny ekosystem, w ktรณrym reklamodawcy, wydawcy i konsumenci bฤdฤ czerpaฤ korzyลci z treลci wspieranych przez kontekstowe reklamy".
Udostฤpnienie kontekstowych kategorii CTV Gracenote za poลrednictwem Peer39 pozwoli reklamodawcom i agencjom lepiej zrozumieฤ dostฤpne programy i skuteczniej kierowaฤ reklamy do odbiorcรณw, aby osiฤ gnฤ ฤ swoje cele reklamowe. Nabywcy mediรณw mogฤ rรณwnieลผ uลผywaฤ kierowania na sลowa kluczowe, aby dopasowaฤ lub wykluczyฤ aktora, reลผysera, rodzaj sportu, nastrรณj, temat, lokalizacjฤ i inne rodzaje metadanych w treลci. Oceny programรณw Gracenote i kategorie porad rodzicielskich dajฤ markom pewnoลฤ, ลผe mogฤ znieลฤ blokady kanaลรณw, unikajฤ c nieodpowiednich treลci.
"Magnite z przyjemnoลciฤ wspรณลpracuje z Gracenote nad skalowaniem wykorzystania standardowych kategorii kontekstowych w celu poprawy wynikรณw reklamowych CTV, a w miarฤ kontynuowania naszej wspรณลpracy bฤdziemy wspรณlnie wprowadzaฤ innowacje, aby uลatwiฤ przyjฤcie, skalowanie i dystrybucjฤ kontekstowych danych wideo" - powiedziaลa Kristen Williams, SVP ds. partnerstw strategicznych w Magnite. "Oprรณcz eksperymentowania z rรณลผnymi pakietami opartymi na kontekstowych przypadkach uลผycia, omawiamy dodatkowe funkcje, w tym bardziej solidnฤ kontrolฤ danych dla wลaลcicieli mediรณw. Z niecierpliwoลciฤ czekamy na ลcisลฤ wspรณลpracฤ z Gracenote i naszymi partnerami w celu zwiฤkszenia wspรณลpracy poprzez kontekstowe spostrzeลผenia".
Dodanie metadanych Gracenote zapewnia Peer39 nowฤ kontrolฤ na poziomie treลci i tworzy najbardziej skalowalny i precyzyjny zestaw danych CTV dostฤpnych na rynku. Stanowi to podstawฤ lepszego ekosystemu reklamowego CTV, w ktรณrym korzyลci odnoszฤ wydawcy, agencje i marki. DSP, SSP i wydawcy, ktรณrzy juลผ wykorzystujฤ lub planujฤ wykorzystaฤ nowe kategorie Gracenote za poลrednictwem Peer39, to Basis, Cadent, DeepIntent, Illumin (dawniej Acuity), Index Exchange, Infillion (dawniej Mediamath), Magnite, Microsoft (dawniej Xandr), Plex, Viant (dawniej Adelphic) i Yahoo.
Wspierajฤ cy przemysล
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.”
Informacje o 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.
O 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.
