Gracenote and PubMatic partner to enhance CTV ad targeting with real-time content intelligence.

Gracenote, Nielsen's content intelligence unit, and PubMatic, an AI-powered adtech company, have partnered to integrate Gracenote's detailed content data directly into PubMatic's platform. This allows advertisers to see and target connected TV (CTV) inventory based on specific programming, including live sports and premium entertainment, in real time during ad auctions. The integration addresses a major industry challenge where buyers lacked visibility into the actual content behind CTV impressions, improving transparency and precision in ad buying. This partnership aims to boost advertising investment in streaming by making premium inventory easier to discover, evaluate, and monetize, benefiting both advertisers and publishers.