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Gracenote, the content intelligence business of Nielsen, and Tubi Media Group, a division of Fox Corp., have announced a new agreement focused on improving content discovery, viewer experiences and advertising capabilities across Tubi Media Group properties, including Tubi and FOX One.
Under the agreement, Tubi Media Group will gain access to Gracenote’s content intelligence infrastructure, which includes unique content identifiers, human-verified program metadata, imagery and standardized taxonomies.
The technology is designed to strengthen content search and discovery while enabling more relevant recommendations and more accurate responses to natural-language queries.
Improving Content Discovery
As streaming platforms expand their content libraries, helping viewers quickly find relevant programming has become increasingly important.
Gracenote’s content intelligence will provide Tubi Media Group with structured and verified information about entertainment content, helping power search, recommendations and discovery experiences across its streaming properties.
The infrastructure is designed to enable viewers to use more natural queries when looking for content, while helping platforms return relevant and timely results.
“As Tubi and FOX One continue to scale, we are excited about the future we’re building,” said Paul Cheesbrough, CEO of Tubi Media Group. “This renewal underscores our commitment to innovation for both consumers and for advertisers across our streaming portfolio.”
Testing Gracenote IDs for Advertising
The partnership also extends into programmatic advertising.
As part of the agreement, Tubi Media Group will test Gracenote IDs within programmatic bid streams. The goal is to provide advertisers with additional content context that can support more relevant advertising decisions.
By connecting standardized content identifiers with advertising transactions, the companies aim to help advertisers better understand the programming environment in which an ad is delivered and improve contextual relevance.
This could become increasingly valuable as advertisers look for alternatives to audience-based targeting and seek greater contextual intelligence across streaming environments.
Content Intelligence as a Foundation
Gracenote said its curated, human-verified content data provides a consistent foundation for entertainment discovery and advertising applications.
“Tubi Media Group’s market-leading streaming portfolio, combined with Gracenote’s gold-standard content intelligence, make a powerful pairing,” said Jared Grusd, CEO of Gracenote. “Gracenote’s curated and human-verified data provides an essential foundation—a definitive source of truth for entertainment experiences that keep consumers engaged.”
The expanded agreement reflects the growing convergence between streaming content intelligence, AI-powered discovery and contextual advertising, as platforms look to improve both viewer engagement and the value of premium inventory.
