Tubi and Gracenote raise the standard of Programmatic Advertising
Tubi Media Group, a division of Fox Corporation, and Gracenote (Nielsen's content intelligence unit), have announced a strategic agreement to implement advanced content discovery and programmatic advertising capabilities across Tubi's properties, including Tubi and FOX One.
Metadata as a retention asset
The alliance grants Tubi access to Gracenote's intelligence infrastructure, which encompasses unique identifiers, human-verified program metadata, and a standardized taxonomy. This technological depth — which supports over 55 million titles in 80 countries — will enable Tubi to generate more accurate recommendations and respond to natural language queries with precise and timely results. For Paul Cheesbrough, CEO of Tubi Media Group,
this renewal underscores the commitment to innovation for both consumers and advertisers in its streaming portfolio.
Contextual Advertising: IDs in Bid Streams
One of the most disruptive pillars of the agreement is the testing phase of Gracenote IDs in programmatic bid streams. By integrating these identifiers, Tubi aims to enhance the contextual relevance of advertising, allowing advertisers to connect with audiences at specific consumption moments aligned with the content. Jared Grusd, CEO of Gracenote, defines this combination as a "definitive source of truth" that ensures viewers remain engaged through personalized entertainment experiences.
Scale and specialization in the Fox ecosystem Fox
As the home of FOX's digital businesses and streaming services, Tubi Media Group oversees critical platforms like AdRise, FOX One, and Credible. The integration of Gracenote's technology at this operational scale not only optimizes user navigation but also strengthens FOX's digital growth strategy by transforming trillions of viewing signals into high-conversion advertising opportunities.
From the editorial perspective of next+, the collaboration between Tubi and Gracenote confirms that, in an increasingly saturated CTV market, the competitive advantage no longer resides solely in catalog volume but in discovery intelligence. What we observe is a professionalization of the AVOD inventory, where metadata accuracy becomes the engine that maximizes value for both the viewer and business partners.
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