Index Exchange and Gracenote partner to advance contextual intelligence in programmatic streaming TV

Index Exchange has become the first supply-side platform (SSP) to integrate Gracenote’s contextual intelligence, including brand safety segments and detailed Do-Not-Air (DNA) controls, directly into its system.

Gracenote’s metadata and content IDs are already widely used by major streaming publishers to improve content discovery and audience engagement. Now, by extending these identifiers into Index Exchange’s platform, publishers can enrich their streaming inventory with detailed contextual insights, enabling show-level targeting and transparency. Importantly, publishers retain full control over how and when this data is shared, ensuring alignment with their monetization strategies while safeguarding proprietary information.

For advertisers, the collaboration enhances campaign planning and execution. Gracenote-powered contextual segments and DNA lists allow brands to align messages with suitable content while steering clear of programming that doesn’t match their requirements—resulting in more precise, effective, and brand-safe advertising across streaming TV.

“This collaboration is about making contextual signals practical for programmatic,” said Catherine Cho, Lead Product Manager, Streaming TV at Index Exchange. “By building Gracenote’s capabilities directly into our workflow, we’re turning show-level data into tools that buyers and publishers can actually put into action.”

The collaboration extends to program-level delivery reports, equipping buyers with transparency into adjacent content and ad performance at a program level. These insights enhance confidence in streaming TV spend while introducing optimization techniques designed for programmatic environments.

“Gracenote’s collaboration with Index Exchange pushes the boundaries of what’s possible in programmatic CTV advertising as brands shift to streaming,” said Kanishk Prasad, VP of Product at Gracenote. “By combining our rich metadata and content IDs with Index’s powerful platform, we’re enabling smarter, real-time decisions that improve campaign outcomes for brands, elevate premium content and improve CTV as a channel.”