Gracenote заключила сделку с The Trade Desk для повышения точности программной рекламы на CTV

Giving brands and their media buyers more visibility into their specific program and content needs in their media buying, Gracenote has struck a demand-side platform deal with The Trade Desk. For Gracenote, a unit of Nielsen that identifies media content, this is its first deal with a demand-side platform (DSP). Gracenote -- which offers program titles, descriptions, genre and cast data to program and TV distributors, among other clients -- will work with The Trade Desk to provide “content-level precision to programmatic connected TV (CTV) buying.” Typically, brands can get “genre” information about media deals -- comedy, drama, movies and unscripted TV shows -- but not specific program titles when streaming media-buying deals are made. Gracenote says the deal will improve granular program disclosures that demand-side platforms make with video publishers -- especially when deals are struck with just one supply-side platform (SSP). advertisement advertisement “Programmatic CTV buyers often lack consistent, detailed information about the programming associated with available inventory,” the company says in a release. Media-buying executives and other interested parties have complained about the scarcity of content information. “Among 500 media planners, TV buyers and programmatic traders surveyed at U.S. agencies and brands, 91% of programmatic traders said the lack of show-level data limits CTV advertising, while 95% of media planners said show-level reporting would be valuable," according to a recent Gracenote survey.