Novas categorias contextuais alimentadas por metadados Gracenote em nível de programa disponíveis para campanhas do quarto trimestre com Cineverse, DIRECTV Advertising, Philo, Tastemade e Xumo para ajudar os compradores a atingir públicos-chave em escala
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 Dados de vídeo contextual 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.
Os metadados de alta qualidade da Gracenote têm a confiança dos principais editores e streamers do mundo há muito tempo para proporcionar experiências de vídeo inovadoras e descoberta avançada de conteúdo. Com esse anúncio, a Gracenote está disponibilizando seus gêneros de programas, classificações, tipos de conteúdo e conselhos padrão-ouro como a taxonomia comum para compradores e vendedores de mídia realizarem compras diretas e programáticas de CTV.
"Para que a publicidade em CTV atinja todo o seu potencial, escala e transparência são essenciais", disse Trent Wheeler, Diretor de Produtos da Gracenote. "A Gracenote está em uma posição única para se tornar a taxonomia do mercado de CTV, fornecendo metadados em nível de programa para que vendedores e compradores façam transações. O insight sobre o conteúdo possibilitado pelo Gracenote Contextual Video Data ajudará os editores a otimizar seu inventário de CTV e os anunciantes a atingir públicos-alvo em escala."
Os dados da Gracenote fornecem granularidade sem precedentes em escala para compras de anúncios programáticos. Os editores podem usar os metadados descritivos profundos da Gracenote para empacotar o inventário de anúncios e liberar receitas adicionais para catálogos de conteúdo. Os controles do Magnite permitem que os editores determinem quando esses metadados de conteúdo são compartilhados com os anunciantes.
For example, if a sports documentary is only identified as a “documentary,” it may miss out on suitable bids for “sports enthusiasts” and other sports categories, limiting incremental reach. A “drama” set in Paris could have multiple sub-genres such as “fashion” and “travel” 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.
"A CTV representa o futuro da publicidade televisiva e a capacidade de transmitir sinais de dados contextuais padronizados em escala melhorará os resultados para os anunciantes e levará a mais investimentos para os editores", disse Mario Diez, CEO da Peer39. "Passamos os últimos anos buscando trazer mais eficácia para a segmentação de anúncios de CTV. Juntamente com a Gracenote, esperamos criar um ecossistema sólido em que anunciantes, editores e consumidores se beneficiem do conteúdo apoiado por anúncios contextualmente relevantes."
A disponibilização das categorias contextuais de CTV da Gracenote por meio do Peer39 permitirá que anunciantes e agências compreendam melhor a programação disponível e direcionem o público de forma mais eficaz para atingir suas metas de publicidade. Os compradores de mídia também podem usar a segmentação por palavras-chave para comparar ou excluir ator, diretor, tipo de esporte, humor, tema, assunto, local e outros tipos de metadados no conteúdo. As classificações de programas e as categorias de aconselhamento aos pais da Gracenote dão às marcas a confiança necessária para suspender os bloqueios de canais e evitar conteúdos inadequados.
"A Magnite tem o prazer de trabalhar com a Gracenote para ampliar o uso de categorias contextuais padronizadas para melhorar os resultados de publicidade da CTV e, à medida que nossa colaboração continuar, inovaremos juntos para facilitar a adoção, a escala e a distribuição de dados de vídeo contextual", disse Kristen Williams, vice-presidente sênior de parcerias estratégicas da Magnite. "Além de experimentar diferentes pacotes com base em casos de uso contextual, estamos discutindo recursos adicionais, incluindo controles de dados mais robustos para proprietários de mídia. Estamos ansiosos para trabalhar em estreita colaboração com a Gracenote e nossos parceiros para aumentar a colaboração por meio de insights contextuais."
O acréscimo dos metadados da Gracenote adiciona um novo controle de nível de conteúdo ao Peer39 e cria o conjunto mais dimensionado e preciso de dados de CTV disponíveis no mercado. Isso forma a base de um ecossistema de publicidade de CTV melhor, no qual editores, agências e marcas se beneficiam. DSPs, SSPs e editores que já utilizam ou planejam utilizar as novas categorias do Gracenote por meio do Peer39 incluem Basis, Cadent, DeepIntent, Illumin (anteriormente Acuity), Index Exchange, Infillion (anteriormente Mediamath), Magnite, Microsoft (anteriormente Xandr), Plex, Viant (anteriormente Adelphic) e Yahoo.
Apoiadores do setor
Cannella Media: “Cannella Media is excited to work with Gracenote and leverage its contextual program metadata,” said Chris Brombach, SVP, Media and Strategy at Cannella Media. “We are confident that efficient access to CTV inventory and enhanced targeting enabled by Gracenote will allow us to build on our successful CTV campaign strategies—ultimately driving increased profitability for our clients.”
DIRECTV Advertising: “At DIRECTV Advertising, we are committed to providing our advertisers the tools to reach their audiences most effectively,” said Matt Jamison, AVP, Head of Ad Sales Partnerships at DIRECTV Advertising. “By integrating Gracenote’s content metadata, we can offer brands more precision in the content they’re 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.”
Ocean Media: “Contextual signals are critical to optimizing campaigns for our brands so we look forward to advancements here,” said Kevin Telkamp, VP, Media Operations at Ocean Media. “Since 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.”
Philo: “Context 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.”
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,” said Evan Bregman, General Manager, Streaming at Tastemade. “We’re excited to partner with Gracenote to overcome this hurdle and make it easy for advertisers to transact against contextual segments at scale.”
Xumo: “Xumo is optimistic about the power of contextual advertising to help brands reach target consumers by aligning with programming,” said Jerrold Son, Vice President, Ad Integrations & Operations at Xumo. “A standard taxonomy which both sellers and buyers can rely on is a critical component to the success of this type of targeting, and we’re pleased that Gracenote is making their trusted metadata, IDs and taxonomy available to the ecosystem.”
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,” said Beau Ordemann, VP of Advanced TV at Yahoo. “This 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 world’s 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.
Sobre a Peer39
Peer39 is the leading global provider of contextual suitability and quality solutions for modern marketers. The company’s 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. Peer39’s 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.
