Gracenote and PubMatic Integrate Content Data for Programmatic CTV Deals

Nielsen’s Gracenote and PubMatic announced in a press release a partnership that integrates Gracenote’s content intelligence into PubMatic’s platform to make connected TV inventory easier to evaluate and buy based on the actual programming.

The integration embeds Gracenote’s contextual segments and live sports schedule data directly within PubMatic’s system. This allows advertisers, agencies, and streaming publishers to package and transact inventory around verified content attributes and live events. PubMatic can now match bid opportunities against Gracenote’s episode-level data in real time, enabling curated deal IDs and more precise targeting.

Using Gracenote’s program schedule data, PubMatic can identify and curate live sports inventory, helping advertisers reach audiences during key games and events. The system operates on the IAB Tech Lab’s Agentic Real Time Framework and within PubMatic’s AgenticOS infrastructure, supporting real time decisioning with minimal impact to transactions.

The partnership allows publishers to better differentiate and monetize premium inventory while giving advertisers verified insight into the programming their ads accompany. It also extends Gracenote’s content intelligence deeper into streaming advertising and enhances PubMatic’s live sports marketplace capabilities.