IAB Tech Lab Launches Tools for Smarter CTV Advertising Taxonomies

IAB Tech Lab has introduced new tools and resources to help the digital advertising industry transition to advanced taxonomies from the now-deprecated Content Taxonomy 1.0. These updates aim to streamline processes, improve contextual targeting, and reduce inefficiencies in programmatic advertising, especially in the rapidly growing Connected TV (CTV) space. Public comments on the initiative are open until January 24, 2025, encouraging industry feedback and collaboration.

The latest guidance introduces enhancements like new OpenRTB attributes (genres and gtax) and updates to Content Taxonomy 3.1, enabling publishers and advertisers to categorise content and ads with greater precision. These updates simplify operations for Demand-Side Platforms (DSPs) and improve data accuracy, making programmatic advertising more efficient.

Speaking on the initiative, Anthony Katsur, CEO of IAB Tech Lab, emphasised the importance of addressing the complexity of outdated taxonomies. “This work simplifies how the industry operates, reducing friction and enabling businesses to focus on creating value,” he said.

Developed by IAB Tech Lab’s Taxonomy & Mapping Working Group and the Programmatic Supply Chain Working Group, the updates include mappings between older and newer taxonomies. This ensures compatibility across platforms, helping those still using Content Taxonomy 1.0 integrate seamlessly with updated systems like Content Taxonomy 2.0. The bidirectional mapping feature also bridges the gap between Ad Product Taxonomy 2.0 and the older system, enabling tailored advertising campaigns that are both accurate and efficient.

These changes address long-standing inefficiencies caused by outdated systems. For example, older taxonomies often led to mislabeling content or ads, which could result in wasted resources, non-compliance issues, or even misplaced campaigns like age-restricted ads appearing in unsuitable contexts. By standardising taxonomies, the industry can avoid such errors and create more privacy-respecting advertising experiences.

Katie Shell, associate product manager at IAB Tech Lab, highlighted the initiative's goal of streamlining operations and driving the next generation of taxonomies. “These resources empower the industry to transition smoothly, whether they are still using outdated systems or have moved to newer standards,” she explained.

By introducing attributes like genres and gtax, the new guidelines also enable advanced contextual buying strategies, enhancing how advertisers target audiences across platforms. For publishers, advertisers, and platforms, this means more curated inventory and relevant advertising experiences that align with consumer preferences.

Temese Szalai, CEO of Subtextive, praised the initiative as a solution to a critical challenge in the advertising ecosystem. “By offering these mappings, we’re addressing inefficiencies and enabling measurable impact for all stakeholders,” Szalai said.

With these updates, IAB Tech Lab reinforces its commitment to helping the digital advertising industry evolve, delivering tools that enable smarter, faster, and more reliable programmatic advertising.