Nielsen’s Gracenote division has unveiled the Gracenote Model Context Protocol (MCP) Server, a powerful new tool designed to enhance Connected TV (CTV) platform capabilities using large language models (LLMs) grounded in Gracenote’s gold-standard entertainment metadata.
What the Video MCP Server Brings to the Table
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LLM Accuracy with Real-Time Data Validation
The MCP Server integrates LLMs with Gracenote’s continuously updated knowledge base, verifying, correcting, and enriching responses to entertainment queries as they happen. -
Advanced Conversational Search & Personalization
Platforms can now respond effortlessly to detailed user requests—whether locating specific episodes referencing cultural touchpoints, listing the highest-grossing Oscar winners over the past decade, or identifying where the next live sports broadcast is available. -
Rich, Multi-layered Results
Response outputs are enhanced with program imagery, availability details, standardized Gracenote content IDs, and links to trailers, reviews, and ratings—facilitating smooth data harmonization across source systems. -
Built for Ecosystem Integration
The Video MCP Server is dynamically compatible with any LLM, enabling platforms to maintain flexibility while ensuring authoritative data alignment. -
Strong Editorial Oversight
By rooting responses in human-verified, editorially vetted metadata, Gracenote helps platforms avoid common pitfalls of LLMs—such as hallucination or outdated information.
Also Read: MarketCast Launches Hybrid AI-Human Advertising Research
Why This Matters for Marketing Technology & AdTech
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Uninterrupted Discovery Journeys
By providing accurate, image-rich search results supported by real-time grounding, marketers can ensure viewers remain engaged and seamlessly guided to content—whether through promotional content, personalized ads, or interactive UI experiences. -
Stronger Viewer Trust & Platform Credibility
Reducing misinformation and delivering up-to-date content with proper context addresses adoption hesitations around AI. It enables personalized discovery without sacrificing accuracy or brand trust. -
Smarter Monetization Opportunities
Enhanced search and discovery experiences drive deeper engagement. That, in turn, supports stronger retention and higher ad inventory value, especially in personalized CTV environments. -
Accelerated Development & Integration
With compatibility across LLMs, platforms can integrate quickly with existing AI stacks, lowering implementation barriers while improving content discoverability and relevance.
Bottom Line
Gracenote’s Video MCP Server bridges the gap between AI-driven conversational interfaces and trusted content accuracy. By anchoring LLM outputs in human-verified metadata, the new product empowers CTV platforms—and, by extension, publishers and adtech teams—to elevate search, recommendations, and monetization strategies. Expect this hybrid model of AI and data integrity to be a defining feature of next-generation entertainment discovery systems.