09 September 2026
Beyond the Genre: Bill Condon on Gracenote’s Vision for CTV Transparency
AdTechGod Pod
About
AdTechGod is joined by Bill Condon, Head of Global Advertising Sales at Gracenote, to discuss why content-level transparency is becoming essential in connected TV advertising.
They explore how Gracenote’s content intelligence gives advertisers a clearer picture of where their ads appear, improves brand suitability, and helps identify premium inventory. Bill also discusses the importance of persistent content signals, the rise of truly live sports inventory, Gracenote’s work with The Trade Desk and other programmatic platforms, and what’s next for CTV advertising.
Takeaways:
CTV needs greater transparency: Advertisers need clearer visibility into where their ads actually run.
Content intelligence goes deeper: Gracenote provides detailed signals beyond broad genre categories.
Better brand suitability: Content-level data helps brands choose what to align with or avoid.
Transparency benefits buyers and publishers: Advertisers gain control while premium publishers can better demonstrate their value.
“Live live” matters: More precise signals help distinguish truly live sports from other sports content.
Content signals are becoming essential: Gracenote is bringing its content intelligence into major programmatic platforms.
Outcomes are next: Content intelligence could help improve purchase intent, brand favorability, and campaign performance.
Chapters:00:00 Welcome to the AdTechGod Pod00:13 Introducing Bill Condon of Gracenote01:26 Bill’s Journey to Gracenote03:13 The Convergence of Streaming and Traditional TV03:42 Do Advertisers Really Know Where Their Ads Run?05:17 Why CTV Still Has a Transparency Problem06:40 Gracenote’s Content Intelligence and Metadata08:23 Going Beyond Basic Genre Targeting09:01 Building a Deeper Content Graph10:42 Brand Suitability and Show-Level Signals11:22 Persistent Content Signals Across Platforms13:15 Three Key Use Cases for Content Intelligence14:09 Transparency, CPMs and the True Value of Inventory15:25 Show-Level Reporting and Post-Campaign Validation16:02 How Content Signals Benefit the Sell Side17:55 Why Premium Publishers Benefit From Transparency19:13 Dos Equis, Dentsu and the Power of “Live Live” Sports21:32 Gracenote’s Partnership With The Trade Desk24:02 The Future of Connected TV Advertising25:40 Connecting Content Intelligence to Outcomes26:22 Why Transparency Will Shape the Future of TV Advertising28:39 Closing Thoughts
Guests: AdTech God
Learn more about your ad choices. Visit megaphone.fm/adchoices
They explore how Gracenote’s content intelligence gives advertisers a clearer picture of where their ads appear, improves brand suitability, and helps identify premium inventory. Bill also discusses the importance of persistent content signals, the rise of truly live sports inventory, Gracenote’s work with The Trade Desk and other programmatic platforms, and what’s next for CTV advertising.
Takeaways:
CTV needs greater transparency: Advertisers need clearer visibility into where their ads actually run.
Content intelligence goes deeper: Gracenote provides detailed signals beyond broad genre categories.
Better brand suitability: Content-level data helps brands choose what to align with or avoid.
Transparency benefits buyers and publishers: Advertisers gain control while premium publishers can better demonstrate their value.
“Live live” matters: More precise signals help distinguish truly live sports from other sports content.
Content signals are becoming essential: Gracenote is bringing its content intelligence into major programmatic platforms.
Outcomes are next: Content intelligence could help improve purchase intent, brand favorability, and campaign performance.
Chapters:00:00 Welcome to the AdTechGod Pod00:13 Introducing Bill Condon of Gracenote01:26 Bill’s Journey to Gracenote03:13 The Convergence of Streaming and Traditional TV03:42 Do Advertisers Really Know Where Their Ads Run?05:17 Why CTV Still Has a Transparency Problem06:40 Gracenote’s Content Intelligence and Metadata08:23 Going Beyond Basic Genre Targeting09:01 Building a Deeper Content Graph10:42 Brand Suitability and Show-Level Signals11:22 Persistent Content Signals Across Platforms13:15 Three Key Use Cases for Content Intelligence14:09 Transparency, CPMs and the True Value of Inventory15:25 Show-Level Reporting and Post-Campaign Validation16:02 How Content Signals Benefit the Sell Side17:55 Why Premium Publishers Benefit From Transparency19:13 Dos Equis, Dentsu and the Power of “Live Live” Sports21:32 Gracenote’s Partnership With The Trade Desk24:02 The Future of Connected TV Advertising25:40 Connecting Content Intelligence to Outcomes26:22 Why Transparency Will Shape the Future of TV Advertising28:39 Closing Thoughts
Guests: AdTech God
Learn more about your ad choices. Visit megaphone.fm/adchoices