Connected TV (CTV) has rapidly become one of the most important digital advertising channels, but it has also introduced new complexities around targeting, measurement, and relevance. As streaming ecosystems grow more fragmented, advertisers are searching for smarter ways to align their messages with meaningful content moments—without relying on personal data.

Historically, contextual targeting in video advertising has stopped at broad classifications such as genre, show title, or channel. While useful, these approaches lack the precision required to reflect how viewers actually experience content. A comedy show can contain intense moments. A live sports broadcast can shift tone in seconds. Advertisers need intelligence that operates at the same speed and nuance as streaming content itself.

That gap is now closing.

Anoki, a leader in contextual video intelligence for CTV, has announced its integration with Index Marketplaces, Index Exchange’s omnichannel platform for curated, signal-rich supply activation and sell-side decisioning. With this integration, Index becomes one of the first global ad exchanges to provide buyers and sellers with scalable access to AI-powered, scene-level contextual intelligence across streaming TV.

This collaboration marks a significant advancement in how CTV advertising is planned, activated, and optimized—bringing real-time contextual precision into programmatic workflows at scale.

The Limitations of Traditional Contextual Targeting in CTV

For years, marketers have depended on contextual tools that classify content at a high level. While these methods helped ensure brand adjacency and general relevance, they fall short in today’s dynamic streaming environment.

Common limitations include:

• Context classification limited to genre or program level

• Lack of emotional or tonal understanding within content

• Inability to adapt ads to real-time content shifts

• Missed opportunities during high-impact scenes

• Inefficient spend due to overly broad targeting

As a result, advertisers have struggled to fully capitalize on CTV’s storytelling power, often delivering creative messages that are misaligned with the actual moment viewers are experiencing.

What Scene-Level Intelligence Changes for Marketers

Scene-level intelligence represents a step change in contextual advertising. Instead of treating a program as a single environment, it analyzes content moment by moment.

With Anoki’s AI-powered approach, marketers gain visibility into:

• Scene-level tone and sentiment

• Subject matter within individual moments

• Emotional context of live and on-demand programming

• Shifts in content during live events

• Nuanced storytelling elements that influence viewer attention

This intelligence allows advertisers to move from static adjacency to dynamic contextual alignment, where creative messaging can be activated around the most relevant moments in real time.

How Anoki and Index Marketplaces Work Together

The integration connects Anoki’s ContextIQ platform with Index Marketplaces, combining deep content intelligence with curated, high-quality supply.

Key Components of the Integration

• Anoki ContextIQ

  • AI-powered scene-level contextual analysis for streaming TV

  • Categorizes scenes by tone, sentiment, and subject matter

  • Enables real-time activation without personal data

• Index Marketplaces

  • Omnichannel platform for curated, signal-rich inventory

  • Designed for scalable activation and sell-side decisioning

  • Supports premium streaming and live event supply

• Index Exchange Infrastructure

  • Efficient, transparent, and DSP-agnostic activation

  • Seamless integration with existing programmatic workflows

Together, these components allow scene-level intelligence to be operationalized across the open internet at scale.

Unlocking Precision Through Dynamic Ad Podding

A major strength of Index Exchange lies in its leadership in dynamic ad podding, particularly across streaming and live events.

By pairing Anoki’s intelligence with dynamic ad podding, the integration enables:

• Scene-aware decisioning at the pod level

• Creative alignment with real-time content shifts

• Reduced ad waste through more precise placements

• Improved transparency across supply and delivery

• Greater control over how ads appear within content experiences

Rather than treating every ad break equally, advertisers can now align creative messaging with the emotional and contextual state of the content at that exact moment.

Real-Time Relevance for Live and Streaming Content

Live events present some of the most valuable but challenging inventory in CTV. Content tone, momentum, and emotional intensity can change rapidly, making traditional targeting ineffective.

This integration enables advertisers to:

• Activate ads around key live moments

• Maintain brand safety even in unpredictable environments

• Respond to content changes as they happen

• Deliver more emotionally aligned messaging

• Enhance viewer experience without disrupting engagement

For live sports, news, and events, scene-level intelligence ensures ads remain relevant without sacrificing scalability.

What This Means for Marketers

From a buyer perspective, the Anoki–Index integration delivers immediate and measurable benefits.

Key Advantages for Advertisers

• Access to scene-level contextual targeting without personal data

• Curated, high-performance deal packages in Index Marketplaces

• Improved alignment between creative and content moments

• Enhanced brand safety, including live event environments

• Reduced inefficiencies from overly broad contextual buys

• No disruption to existing DSP or SSP workflows

Marketers gain more control and confidence in where and how their ads appear—driving stronger performance outcomes.

New Opportunities for Media Owners

Media owners also stand to benefit significantly from this integration, particularly those with premium CTV and live event inventory.

Value Delivered to Media Owners

• AI-powered intelligence to enhance inventory valuation

• Greater transparency into content-level performance

• Improved yield through smarter contextual alignment

• Control over how inventory is packaged and sold

• Ability to compete beyond basic contextual signals

• No additional platform fees or workflow changes

By activating scene-level insights through Index Marketplaces, media owners can unlock the full contextual value of their content without increasing complexity.

Privacy-First Contextual Intelligence at Scale

As privacy regulations evolve and third-party data becomes less reliable, contextual advertising is emerging as a core MarTech strategy.

This integration reinforces that shift by:

• Eliminating dependence on personal or identity-based data

• Preserving viewer privacy across streaming environments

• Supporting compliance with global regulatory standards

• Delivering relevance through content, not consumers

For MarTech leaders, this represents a sustainable model for performance-driven advertising in a privacy-first future.

Industry Perspectives on the Integration

Industry leaders see this collaboration as a meaningful step forward for CTV advertising.

Key themes highlighted by executives include:

• A new level of precision in contextual activation

• Stronger emotional alignment between content and creative

• Smarter decisioning across fragmented streaming platforms

• Improved outcomes for both buyers and sellers

• Expanded creative opportunities not possible in legacy programmatic models

The consensus is clear: scene-level intelligence is reshaping what’s possible in CTV.

MarTech Implications: From Programmatic to Moment-Based Activation

This integration reflects a broader MarTech evolution toward moment-based marketing, where relevance is defined by context, timing, and emotional resonance rather than static segments or assumptions.

Implications for MarTech teams include:

• Context becoming a primary optimization signal

• Creative strategy increasingly tied to content moments

• Programmatic buying shifting toward curated intelligence

• Measurement expanding beyond impressions to impact

• CTV emerging as a premium, intelligent channel—not just a scaled one

Conclusion: Setting a New Standard for CTV Contextual Advertising

The integration between Anoki and Index Marketplaces represents a meaningful leap forward for connected TV advertising. By bringing AI-powered scene-level intelligence into curated, scalable programmatic workflows, the partnership addresses one of CTV’s biggest challenges: delivering relevance without sacrificing privacy or efficiency.

For marketers, it unlocks real-time alignment with meaningful content moments. For media owners, it enhances inventory value and transparency. For the broader MarTech ecosystem, it signals a future where contextual intelligence operates at the same depth and speed as streaming content itself.

As CTV continues to grow, solutions that connect intelligence, efficiency, and relevance will define the next phase of digital advertising and this integration sets a strong benchmark for what’s possible.

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