Tubi Renews Gracenote Deal to Strengthen Streaming Discovery and Contextual CTV Advertising

Tubi Media Group renewed and expanded its relationship with Nielsen’s Gracenote on August 12, giving the Fox Corp. division access to content intelligence designed to improve search, recommendations and advertising across Tubi and FOX One. The agreement connects two parts of the streaming business that are often managed separately: helping viewers find programming and helping advertisers understand the content surrounding an available impression.

Gracenote will provide unique content identifiers, human-verified program metadata, imagery and a standardized taxonomy for Tubi Media Group’s streaming properties. Tubi Media Group plans to use those resources to improve content discovery, including recommendations and responses to natural-language searches. The companies said the technology is intended to produce more timely, accurate and relevant answers when viewers describe what they want to watch rather than search for an exact title. (gracenote.com)

The renewed partnership also adds a programmatic CTV advertising initiative. Tubi Media Group will test Gracenote IDs in programmatic bid streams, where the identifiers can provide buyers and sellers with standardized information about the programming associated with an advertising opportunity. The stated objective is to support more contextually relevant advertising by making content-level signals available during automated transactions. (gracenote.com)

Paul Cheesbrough, CEO of Tubi Media Group, characterized Gracenote as a valued partner and said the renewal reflects the group’s commitment to innovation for consumers and advertisers as Tubi and FOX One expand. Jared Grusd, CEO of Gracenote, said the combination of Tubi Media Group’s streaming portfolio and Gracenote’s curated, human-verified data can provide a dependable foundation for entertainment experiences that sustain viewer engagement. (gracenote.com)

Tubi Media Group houses Fox’s digital businesses and streaming services, including Tubi, FOX One, Red Seat Ventures, AdRise and Credible. Gracenote is Nielsen’s content-intelligence business, standardizing entertainment metadata and identifiers used by creators, distributors, platforms and advertisers. (gracenote.com)

ConsumerEXP analysis: The agreement matters because the same standardized content data can now influence both sides of Tubi Media Group’s CTV operation. For audiences, it may make large streaming catalogs easier to navigate through conversational queries and better recommendations. For advertisers and media buyers, the Gracenote ID test could make Tubi and FOX One inventory easier to evaluate and purchase according to the context of the programming carrying each impression.