Novas categorias contextuais alimentadas por metadados Gracenote em nรญvel de programa disponรญveis para campanhas do quarto trimestre com Cineverse, DIRECTV Advertising, Philo, Tastemade e Xumo para ajudar os compradores a atingir pรบblicos-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 vรญdeo 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 tรชm a confianรงa dos principais editores e streamers do mundo hรก muito tempo para proporcionar experiรชncias de vรญdeo inovadoras e descoberta avanรงada de conteรบdo. Com esse anรบncio, a Gracenote estรก disponibilizando seus gรชneros de programas, classificaรงรตes, tipos de conteรบdo e conselhos padrรฃo-ouro como a taxonomia comum para compradores e vendedores de mรญdia realizarem compras diretas e programรกticas de CTV.
"Para que a publicidade em CTV atinja todo o seu potencial, escala e transparรชncia sรฃo essenciais", disse Trent Wheeler, Diretor de Produtos da Gracenote. "A Gracenote estรก em uma posiรงรฃo รบnica para se tornar a taxonomia do mercado de CTV, fornecendo metadados em nรญvel de programa para que vendedores e compradores faรงam transaรงรตes. O insight sobre o conteรบdo possibilitado pelo Gracenote Contextual Video Data ajudarรก os editores a otimizar seu inventรกrio de CTV e os anunciantes a atingir pรบblicos-alvo em escala."
Os dados da Gracenote fornecem granularidade sem precedentes em escala para compras de anรบncios programรกticos. Os editores podem usar os metadados descritivos profundos da Gracenote para empacotar o inventรกrio de anรบncios e liberar receitas adicionais para catรกlogos de conteรบdo. Os controles do Magnite permitem que os editores determinem quando esses metadados de conteรบdo sรฃo compartilhados com os anunciantes.
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.
"A CTV representa o futuro da publicidade televisiva e a capacidade de transmitir sinais de dados contextuais padronizados em escala melhorarรก os resultados para os anunciantes e levarรก a mais investimentos para os editores", disse Mario Diez, CEO da Peer39. "Passamos os รบltimos anos buscando trazer mais eficรกcia para a segmentaรงรฃo de anรบncios de CTV. Juntamente com a Gracenote, esperamos criar um ecossistema sรณlido em que anunciantes, editores e consumidores se beneficiem do conteรบdo apoiado por anรบncios contextualmente relevantes."
A disponibilizaรงรฃo das categorias contextuais de CTV da Gracenote por meio do Peer39 permitirรก que anunciantes e agรชncias compreendam melhor a programaรงรฃo disponรญvel e direcionem o pรบblico de forma mais eficaz para atingir suas metas de publicidade. Os compradores de mรญdia tambรฉm podem usar a segmentaรงรฃo por palavras-chave para comparar ou excluir ator, diretor, tipo de esporte, humor, tema, assunto, local e outros tipos de metadados no conteรบdo. As classificaรงรตes de programas e as categorias de aconselhamento aos pais da Gracenote dรฃo ร s marcas a confianรงa necessรกria para suspender os bloqueios de canais e evitar conteรบdos 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, ร medida que nossa colaboraรงรฃo continuar, inovaremos juntos para facilitar a adoรงรฃo, a escala e a distribuiรงรฃo de dados de vรญdeo contextual", disse Kristen Williams, vice-presidente sรชnior de parcerias estratรฉgicas da Magnite. "Alรฉm de experimentar diferentes pacotes com base em casos de uso contextual, estamos discutindo recursos adicionais, incluindo controles de dados mais robustos para proprietรกrios de mรญdia. Estamos ansiosos para trabalhar em estreita colaboraรงรฃo com a Gracenote e nossos parceiros para aumentar a colaboraรงรฃo por meio de insights contextuais."
O acrรฉscimo dos metadados da Gracenote adiciona um novo controle de nรญvel de conteรบdo ao Peer39 e cria o conjunto mais dimensionado e preciso de dados de CTV disponรญveis no mercado. Isso forma a base de um ecossistema de publicidade de CTV melhor, no qual editores, agรชncias e marcas se beneficiam. DSPs, SSPs e editores que jรก 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: 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.
Sobre a 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.
