Gracenote
Entertainment metadata and CTV content intelligence for enterprises.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Gracenote, Inc.
- Entity type
- COMPANY
- Headquarters
- United States
- Market role
- Data Provider / Broker
- Official website
- gracenote.com
What Gracenote does
Gracenote operates a B2B data infrastructure model. It creates and maintains proprietary entertainment metadata, identifiers and content graphs, then licenses that data into enterprise workflows used for discovery, distribution, audience navigation and advertising. The company increases value by turning the same underlying data assets into multiple commercial products across video, audio, sports and CTV advertising, creating reuse across adjacent buyer groups such as streaming services, broadcasters, OEMs, agencies, DSPs, SSPs and advertisers.
Category differentiation
Gracenote is not a consumer streaming service or broadcaster. It is a B2B metadata, content ID and CTV intelligence provider embedded inside media and advertising workflows.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Gracenote, Inc. is Nielsen’s entertainment metadata and content intelligence business unit. It supplies structured metadata, universal content IDs and data products spanning video, audio and sports, which are embedded by broadcasters, streaming platforms, automotive and consumer electronics firms, publishers and advertisers to power content discovery, availability mapping, user experiences and cross-platform interoperability. The company also monetises advertising use cases through CTV-focused products such as CTV Content Intelligence and Content Connect, which apply programme-level metadata to contextual targeting, brand suitability, deal activation and campaign reporting. Its customers are enterprise buyers across media, advertising and platform ecosystems, and its revenue model is centred on recurring data licensing, platform access and long-term embedded enterprise contracts.
Company news briefing
Briefing updated:
Gracenote, a Nielsen company advancing toward its acquisition of DoubleVerify, continues to expand its programmatic CTV capabilities and metadata integrations with platforms like The Trade Desk and Xumo. To capitalise on a 13.8% year-over-year surge in FAST sports channels, Gracenote has published research indicating that 85% of sports fans want TV home screens to display game schedules. Furthermore, the company has expanded its artificial intelligence product roadmap to include a sports MCP server, entertainment SLM, and specialised agents.
Business model & monetisation
Gracenote monetises through recurring enterprise data licensing and platform access fees. Customers pay for access to structured datasets, content IDs, metadata coverage, APIs and workflow integrations, typically under long-term contracts tied to usage, coverage and deployment scope. Its CTV advertising products add software-style revenue from activation, targeting and reporting capabilities embedded into programmatic and publisher ecosystems.
- Metadata and content ID licensing
- Software Subscription
- CTV advertising intelligence platform access
- Software Subscription
- Enterprise integrations and workflow enablement
- Service Fee
- Usage-linked data access and activation
- Pay-per-Use
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
CTV Show-Level Data Glut Fails to Deliver Optimization Control
CTV · Recorded impact score: 2/5
While CTV buyers increasingly demand show-level transparency, a new IAB report shows 43% lack confidence in inventory. Despite progress in show-level reporting, true program-level optimization remains elusive. Publishers and exchanges offer data, but limitations persist: incomplete bidstream signals, "unknown" titles, and lack of scaled optimization solutions. Privacy laws like VPPA, combined with household-level data, complicate sharing. Linear TV offers program-level control by design, while CTV faces a gap between reporting and active optimization. Buyers can receive post-campaign reports but can't programmatically target individual shows at scale, except via programmatic guaranteed deals. The industry is working toward compliant, scaled optimization, but meaningful progress is still needed.
- 43% of CTV buyers have little or no confidence in the inventory they buy (IAB).
- Major exchanges do not offer scaled show-level optimization as a standard product.
Gracenote expands AI product roadmap with sports MCP server, entertainment SLM and agents
Recorded impact score: 4/5
The expansion comes as companies adopt general-purpose LLMs to improve viewer experiences, guide content decisions and streamline operations.
Gracenote study: 85% of sports fans want TV home screens to show when and where to watch favorite teams
Recorded impact score: 3/5
91% of survey respondents say centralized sports information would make it easier to find the games and events they want.
The Trade Desk Integrates Gracenote for CTV Contextual Targeting
CTV · Recorded impact score: 4/5
The Trade Desk has integrated program metadata from Gracenote, a Nielsen company, into its demand-side platform (DSP). This integration allows CTV advertisers to target campaigns and receive reports based on specific show-level content—such as genres and themes—rather than relying solely on user identities and behavioral data. While Gracenote provides global and regional data, including coverage for European markets like Germany, France, Spain, Italy, and the UK, actual local effectiveness will depend on the participation of connected supply partners. This step represents a strategic expansion for The Trade Desk into contextual, non-addressable targeting, strengthening its portfolio against declining addressability.
- The Trade Desk integrated Gracenote's content database to bring show-level content intelligence to its CTV DSP.
- The partnership enables advertisers to combine show-level metadata (genres, themes) with audience data and analyze post-campaign performance on a program level.
Gracenote: Streaming Metadata & CTV AdTech Profile
Measurement & Analytics · Recorded impact score: 2/5
This State of Streaming company profile page lists coverage and links related to Gracenote, a streaming-metadata and sports-data provider. The page links to multiple State of Streaming items referencing Gracenote activity (Dec 2025 product/feature coverage and a June 2025 measurement story with Nielsen/Gracenote) and notes a product rollout called "Content Connect" aimed at improving CTV ad targeting. The profile includes a link to Gracenote's website and references related coverage, podcasts, and columns hosted on State of Streaming.
- Gracenote is featured on State of Streaming's company directory/profile page.
- State of Streaming links include coverage: 'Gracenote Unveils New Immersive Features For Sports Hubs' (Dec 2025).
Explore company relationships
Questions about Gracenote
What is Gracenote?
Gracenote is Nielsen’s B2B entertainment metadata and content intelligence business, providing content IDs, structured data and CTV advertising products.
Who uses Gracenote?
Streaming platforms, broadcasters, advertisers, agencies, DSPs, SSPs, publishers, OEMs and consumer electronics firms use Gracenote.
How does Gracenote make money?
It makes money through recurring enterprise licensing of metadata, IDs, data products and CTV intelligence platforms, plus related integration fees.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
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