Trade Desk Partners With Gracenote for Show-Level CTV Targeting

August 29, 2026 · uk.finance.yahoo.com

The Trade Desk has partnered with Gracenote, a Nielsen company, to bring show-level content intelligence into its platform for connected TV campaigns. Gracenote will feed detailed content data into Trade Desk's systems to support more precise CTV ad delivery and reporting, giving advertisers more granular targeting, planning and measurement tools for programmatic CTV. The data adds to Trade Desk's Kokai and Zuma products, and the company, a US-based media technology business with a reported market cap of about $6.1 billion, is counting on partnerships like this one to sharpen its targeting and measurement tools.

Show-level targeting adds a data layer to programmatic CTV buys, tying ad spend to the content that surrounds it. Independent, data-heavy platforms such as Trade Desk stand to win budget as brands push for measurable, content-level controls, a case the Gracenote deal reinforces alongside the broader push toward stronger CTV and streaming partnerships. The deal does not resolve the pricing pressure Trade Desk faces from rival buying tools offered at low or no cost, a risk investors are likely to track through upcoming quarterly commentary on CTV campaign performance and adoption of tools like Zuma.