PubMatic Integrates Gracenote CTV Data for Episode-Level Deals, Adds 0.1-0.5ms Latency
PUBM•PubMatic integrates Gracenote episode-level and live sports schedule data into its CTV platform, matching bid opportunities in real time with only 0.1-0.5ms added latency. The deal unlocks tens of millions of verified live sports impressions and enables publishers to differentiate streaming inventory while advertisers access precise content-level targeting.
1. Strategic Partnership and Integration
PubMatic and Gracenote have formed a strategic partnership to embed Gracenote’s content intelligence—covering episode-level metadata and live sports schedules—directly into PubMatic’s programmatic CTV platform. This integration enables advertisers and agencies to discover and transact premium streaming inventory based on verified programming data rather than generic audience segments.
2. Real-Time Technical Framework
The implementation leverages the IAB Tech Lab’s Agentic Real-Time Framework within PubMatic’s AgenticOS, ensuring content intelligence operates at bidstream speed. The integration adds only 0.1 to 0.5 milliseconds of latency per transaction, enabling real-time decisioning without materially impacting auction performance.
3. Enhanced Targeting for Advertisers
By matching bid opportunities against Gracenote’s episode-level and live sports data in real time, advertisers can select inventory tied to specific shows and games. This precision targeting reduces wasted spend and aligns ads with content proven to drive audience engagement.
4. Monetization Advantages for Publishers
Publishers gain the ability to package and differentiate premium CTV inventory—especially live sports—using curated deal IDs based on verified content attributes. The partnership unlocks tens of millions of live sports impressions ready for programmatic deals, boosting yield and transparency.
