Gracenote Integrates with The Trade Desk to Enhance CTV Advertising Precision — Gracenote, Inc.

Event summary

Gracenote and The Trade Desk announced a partnership on August 27, 2026, integrating Gracenote's content intelligence into The Trade Desk's demand-side platform.
The integration enables advertisers to use Gracenote's content IDs, metadata, and standardized taxonomy for granular CTV targeting and program-level reporting.
Gracenote's 2026 CTV advertising study found that 91% of programmatic traders and 95% of media planners value show-level data for CTV advertising.
The partnership allows advertisers to activate campaigns across eligible inventory from connected supply partners, extending coverage beyond Gracenote's direct SSP integrations.

The big picture

This partnership marks Gracenote's first integration with a demand-side platform, addressing a critical gap in programmatic CTV buying where advertisers often lack detailed programming information. By bringing content-level precision to CTV advertising, Gracenote and The Trade Desk are responding to the growing demand for transparency and granular targeting in digital media buying. The integration underscores the strategic shift towards leveraging content intelligence to drive performance in programmatic advertising.

What we're watching

Adoption Pace: How quickly advertisers will adopt Gracenote's show-level data within The Trade Desk's platform to enhance CTV campaign performance.
Competitive Response: Whether competitors in the CTV advertising space will introduce similar content intelligence integrations to remain competitive.
Data Accuracy: The extent to which Gracenote's standardized taxonomy and persistent identifiers will improve the accuracy and consistency of CTV inventory data.