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).
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“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.