Fox Corporation has signed an expanded deal with Nielsen’s metadata business Gracenote that is aimed at enhancing content discovery and advertising capabilities across its streaming services Tubi and Fox One, the groups announced on Wednesday.
Under the agreement, Tubi Media Group will use Gracenote’s content intelligence to improve search, discovery and recommendation features across its streaming portfolio. The companies said the tools are intended to help return more timely, accurate and relevant responses to natural-language queries, a growing priority as streaming platforms look to improve navigation across large content libraries.
The partnership also includes an advertising component: Tubi Media Group will test Gracenote IDs in programmatic bid streams, a move intended to improve contextual relevance in advertising transactions by giving buyers and sellers clearer information about the programming tied to ad impressions.
“Gracenote has been a valued partner, and this renewal underscores our commitment to innovation for both consumers and for advertisers across our streaming portfolio,” Tubi Media Group CEO Paul Cheesbrough said in a statement. “As Tubi and Fox One continue to scale, we are excited about the future we’re building.”
For Gracenote, the agreement extends its role in the streaming marketplace as platforms seek better data infrastructure for content search, personalization and ad targeting.
“Tubi Media Group’s market leading streaming portfolio, combined with Gracenote’s gold-standard content intelligence, make a powerful pairing,” Gracenote CEO Jared Grusd said. “As the market embraces data and technology to maximize value for viewers and partners alike, Gracenote’s curated and human-verified data provides an essential foundation — a definitive source of truth for entertainment experiences that keep consumers engaged.”
The companies did not disclose financial terms of the agreement.
