Gracenote
Gracenote is a entertainment metadata and CTV content intelligence for enterprises.
Analyst Perspective
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.
Analyst Signal Briefing
Updated: 6 Aug 2026Gracenote, Nielsen’s content intelligence unit, is scaling its metadata integrations to address CTV’s transparency gap and improve programmatic accountability. Recent strategic partnerships with Xumo and PubMatic embed Gracenote’s standardised episode-level and live sports data directly into FAST and auction-based environments. These developments reinforce Gracenote’s role in providing the granular contextual signals required for high-value live event measurement, aligning with Nielsen's broader mandate to integrate deeper content insights into brand strategies while navigating shifting vendor relationships within the global advertising ecosystem.
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Key insights about Gracenote
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.
Gracenote: About
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.
How Gracenote Works & Monetises
Business model analysis and core revenue streams
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.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Gracenote)
CTV Has a Disclosure Problem, Not Measurement
Mateusz Jędrocha, Chief Product Officer at Adlook, argues that Connected TV’s accountability gap is primarily a disclosure problem driven by commercial choices from publishers rather than a technical limitation. While upstream signals such as genre, programme title, episode metadata and viewing context exist, many publishers withhold or generalise those signals to protect portfolio yields and prevent cherry-picking of premium inventory. The piece cites Gracenote research showing limited availability of sports metadata, and references studies from IAS and PA Consulting/Newsworks showing stronger brand outcomes in contextually relevant premium environments. Jędrocha recommends buyers demand programme-level reporting, default viewing-context logs (device, app, time, co-viewing) and integrated attention measurement to enable advertisers to defend and optimise CTV spend.
Read original sourceXumo Expands Contextual Targeting with Gracenote, IRIS.TV
Xumo, the streaming joint venture between Comcast and Charter, announced expanded integrations with Gracenote and IRIS.TV to deliver richer contextual signals across its FAST (free ad-supported streaming TV) inventory. Gracenote will provide standardized, source-validated program-level metadata and taxonomy, while IRIS.TV will supply video-level, frame-by-frame contextual intelligence for both linear and on-demand programming. Xumo says the combined capabilities aim to improve ad relevance, reduce waste and support stronger performance across its FAST footprint of 2,000 channels on 30+ platforms. Executives from Xumo Advertising, Gracenote and Viant commented on improved brand safety, suitability and the ability to activate more precise programmatic buys. Xumo also reported strong recent audience growth for Xumo Play (≈40% YoY MAU growth; 64% increase in hours watched).
Read original sourceGracenote and PubMatic Integrate for Programmatic CTV Sports
Gracenote (Nielsen’s content intelligence business) and PubMatic announced a strategic partnership to embed Gracenote’s content intelligence—contextual segments, episode-level metadata and live sports schedule data—directly into PubMatic’s programmatic CTV platform. The integration enables PubMatic to match bid opportunities against Gracenote episode-level data in real time at-auction and to curate live sports inventory inside its AI-powered Live Sports Marketplace. The implementation uses the IAB Tech Lab’s Agentic Real-Time Framework (ARTF) and is built to operate within PubMatic’s AgenticOS, adding an estimated 0.1–0.5 ms to bidstream transactions. The collaboration aims to close a content-signal gap for buyers, improve deal-level transparency and make premium live sports and content-level CTV inventory easier to discover, package and transact for advertisers, agencies and streaming publishers. The announcement was published June 17, 2026.
Read original sourceGracenote: Frequently Asked Questions
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.
Company Facts
- Headquarters
- United States
- Core Segment
- Data Provider / Broker
- Official Link
- gracenote.com