通过 Cineverse、DIRECTV Advertising、Philo、Tastemade 和 Xumo，节目级 Gracenote 元数据可为第四季度营销活动提供新的上下文类别，帮助买家大规模锁定关键受众
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.
长期以来，高质量的 Gracenote 元数据深受世界领先的出版商和流媒体的信赖，为创新的视频体验和先进的内容发现提供了动力。随着这一消息的发布，Gracenote 将其黄金标准的节目类型、收视率、内容类型和建议作为通用分类法提供给媒体买家和卖家，用于直接和程序化的 CTV 购买交易。
"Gracenote 首席产品官 Trent Wheeler 表示："CTV 广告要充分发挥其潜力，规模和透明度至关重要。"Gracenote 定位独特，能够成为 CTV 市场的分类标准，为卖方和买方提供节目级别的元数据。Gracenote Contextual Video Data 对内容的洞察力将帮助出版商优化其 CTV 库存，并帮助广告商大规模触及目标受众。
Gracenote 数据为程序化广告购买提供了前所未有的规模粒度。出版商可以使用 Gracenote 的深度描述性元数据打包广告库存，为内容目录释放增量收入。Magnite 的控制功能允许出版商决定何时与广告商共享这些内容元数据。
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.
"Peer39 首席执行官 Mario Diez 表示："CTV 代表着电视广告的未来，大规模传递标准化上下文数据信号的能力将改善广告商的效果，并为出版商带来更多投资。"在过去的几年里，我们一直致力于提高 CTV 广告定位的有效性。我们希望与 Gracenote 一起创建一个强大的生态系统，让广告商、出版商和消费者都能从通过上下文相关广告支持的内容中受益。
通过 Peer39 提供 Gracenote 的上下文 CTV 类别将使广告商和广告代理公司能够更好地了解可用的节目，并更有效地定位受众以实现其广告目标。媒体购买者还可以使用关键字定位来匹配或排除演员、导演、运动类型、情绪、主题、题材、地点和其他类型的内容元数据。Gracenote 的节目分级和家长咨询类别使品牌有信心取消频道屏蔽，同时避免不适宜的内容。
"Magnite 战略合作伙伴高级副总裁 Kristen Williams 表示："Magnite 很高兴能与 Gracenote 合作，扩大标准化上下文类别的使用范围，以改善 CTV 广告效果。"除了根据上下文用例尝试不同的套餐外，我们还在讨论其他功能，包括为媒体所有者提供更强大的数据控制。我们期待与 Gracenote 和我们的合作伙伴密切合作，通过对上下文的深入了解加强合作。
Gracenote 元数据的加入为 Peer39 增加了新的内容级控制，并为市场提供了最具规模和最精确的 CTV 数据集。这为更好的 CTV 广告生态系统奠定了基础，出版商、代理商和品牌都将从中受益。已经或计划通过 Peer39 利用新的 Gracenote 类别的 DSP、SSP 和出版商包括 Basis、Cadent、DeepIntent、Illumin（前身为 Acuity）、Index Exchange、Infillion（前身为 Mediamath）、Magnite、Microsoft（前身为 Xandr）、Plex、Viant（前身为 Adelphic）和 Yahoo。
行业支持者
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.”
关于 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.
关于 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.
