MAM
Gracenote debuts CTV ad platform for true program-level precision targeting
INDIA: Nielsen’s Gracenote has launched Content Connect, a new platform that promises to drag connected-TV advertising into a more precise, program-level era. The tool gives agencies, brands, SSPs and DSPs direct access to Gracenote’s standardised metadata, enabling sharper targeting, tighter control and more transparent reporting across CTV campaigns.
The system lets media buyers build private-marketplace and programmatic-guaranteed deals themselves or activate them through partner platforms. At its core sits Gracenote’s proprietary content-ID graph: a structured taxonomy of programmes tied together with unique identifiers, giving both buyers and sellers a common language across a fragmented CTV landscape.
“With access to content-based signals that power smarter targeting and better performance, we’re giving advertisers transparency, control and scale across all CTV platforms,” said Gracenote VP of product Kanishk Prasad.
By exposing signals such as genre, mood and rating, the platform allows program-level bidding while protecting brand safety and user privacy, a balance that has long challenged CTV advertisers.
Gracenote, already embedded across major entertainment platforms through its TMS IDs, will showcase Content Connect at CES from 6–8 January 2026 on an appointment-only basis.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
