Index Exchange has become the first supply-side platform to integrate Gracenote’s contextual intelligence tools directly into its workflow, the companies announced Tuesday.
The collaboration embeds Gracenote’s brand safety segments and granular Do-Not-Air (DNA) controls into Index’s programmatic infrastructure, offering both publishers and advertisers new ways to manage streaming TV campaigns.
Gracenote, owned by Nielsen, is widely used by major publishers to power search and discovery features for streaming viewers through its program metadata and content IDs. Under the new partnership, those same IDs will be extended into Index’s platform, allowing publishers to package streaming inventory with show-level contextual data. Publishers retain control over when and how that data is shared, aligning with monetization strategies while safeguarding proprietary information.
For advertisers, the integration is designed to strengthen brand alignment and reduce risk. Gracenote’s prebuilt segments and DNA lists let marketers target ads at specific programs while excluding shows that don’t meet brand standards.
“This collaboration is about making contextual signals practical for programmatic,” said Catherine Cho, the lead product manager for streaming TV at Index Exchange. “By building Gracenote’s capabilities directly into our workflow, we’re turning show-level data into tools that buyers and publishers can actually put into action.”
The companies said the partnership also extends to delivery reports at the program level, giving advertisers transparency into surrounding content and campaign performance. That data can be used to refine placements and optimize spend within connected TV environments.
“Gracenote’s collaboration with Index Exchange pushes the boundaries of what’s possible in programmatic CTV advertising as brands shift to streaming,” said Kanishk Prasad, the Vice President of Product at Gracenote. “By combining our rich metadata and content IDs with Index’s powerful platform, we’re enabling smarter, real-time decisions that improve campaign outcomes for brands, elevate premium content and improve CTV as a channel.”
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