Documentation
Content Categories targeting in ad:personam allows advertisers to reach specific audiences based on content type, using IAB classifications. This method is cost-effective, broadens reach, and simplifies ad placement. Advertisers can target various categories, ensuring messages align with audience interests for maximum campaign effectiveness.
Content Categories targeting offers a versatile approach for advertisers looking to reach specific audiences based on the type of content they engage with online. Available across all campaign types in ad:personam's DSP platform, this targeting method supports both inclusion and exclusion strategies for precise audience control.
Unlike contextual targeting, which focuses on the context of individual pieces of content, Content Categories targeting groups websites, domains, and apps according to the Internet Advertising Bureau (IAB) classification. This method allows advertisers to target broader categories of content, such as entire news websites or domains dedicated to specific industries, while also providing the ability to exclude unwanted content categories for enhanced brand safety.
Understanding Content Categories
Content Categories are organized based on the IAB classification system, providing a structured way to target ads across specific types of websites and apps. This classification encompasses a wide range of categories, from Arts & Entertainment to Business & Industry and News, enabling advertisers to select domains and URLs that align with their campaign goals. By targeting ads to specific categories, advertisers can ensure their messages reach audiences within relevant content environments.
Advantages of Content Categories Targeting
- Universal Availability: Content Categories targeting is available across all campaign types - Display, Video, CTV, In-App, and Audio - providing consistent targeting options regardless of your chosen channel.
- Flexible Targeting Options: Support for both inclusion and exclusion targeting allows advertisers to precisely define where their ads should and shouldn't appear, enhancing both reach and brand safety.
- Cost Efficiency: One of the significant benefits of using Content Categories for targeting is that it is free of charge. Advertisers can leverage this targeting option without incurring additional costs, making it an attractive option for campaigns of all sizes.
- Broad Reach: By targeting categories of content rather than specific segments, advertisers can achieve a broader reach, ensuring their ads are displayed across a wide array of relevant sites and apps.
- Simplicity: Content Categories targeting simplifies the ad placement process by grouping similar types of content together, allowing for easier selection and targeting without the need for detailed segment analysis.
How to Utilize Content Categories for Targeting
Content Categories targeting is available across all campaign types in ad:personam's DSP platform, providing flexible options for both inclusion and exclusion targeting:
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Select Campaign Type: Content Categories targeting works with all campaign channels - Display, Video, CTV, In-App, and Audio campaigns. Simply choose your preferred campaign type during setup.
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Configure Content Categories: During the targeting setup phase, navigate to the Content Categories section. You have two targeting approaches:
- Include Categories: Target your ads to appear on websites and apps within specific content categories
- Exclude Categories: Prevent your ads from appearing on content within certain categories, perfect for brand safety or audience refinement
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Choose Categories: Browse the comprehensive list of IAB-classified categories available in ad:personam's Data Marketplace. Select categories that align with your campaign objectives, whether targeting users interested in Finance, Health, Entertainment, or any other relevant content area.
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Launch Campaign: With your selected categories configured for inclusion or exclusion, launch your campaign. The system automatically applies your content category preferences across your chosen domains and URLs, ensuring optimal message relevance and brand safety.
Content Categories Available
ad:personam offers a comprehensive array of Content Categories for advertisers aiming to precisely align their campaigns with the content their audience engages with most frequently. The categories available span the complete IAB classification system, including:
Major Categories:
- Arts & Entertainment
- Autos & Vehicles
- Beauty & Personal Care
- Books & Literature
- Business & Industry
- Computers & Electronics
- Finance
- Food & Drink
- Games
- Health
- Home & Garden
- Internet & Telecom
- Jobs & Education
- Law & Government
- Lifestyles
- News
- Online Communities
- Pets & Animals
- Real Estate
- Reference & Language
- Science
- Shopping
- Sports
- Travel
Each major category includes numerous specialized subcategories, providing granular targeting options for precise audience reach.
Example of Category Selection: Finance
Selecting a category like Finance allows advertisers to broadly target the entire domain, encompassing a variety of relevant sub-categories. This method guarantees extensive coverage across the Finance sector, appealing to audiences with interests in any financial subject matter. The sub-categories under Finance include:
- Accounting & Auditing
- Banking
- Credit & Lending
- Currencies & Foreign Exchange
- Financial Planning
- Grants & Financial Assistance
- Insurance
- Investing
- Mortgages and Loans
- Retirement & Pension
- Taxes
By opting for the Finance category, advertisers automatically target all these sub-categories, ensuring a thorough and nuanced approach to reaching financially interested audiences.
Selecting Uncategorised Domains
Advertisers have the additional option to "allow uncategorised domains" within their targeting settings. This feature is especially beneficial for those utilizing a whitelist of domains in conjunction with Content Categories targeting. It permits advertisers to reach URLs listed in their whitelist that may not fall under any specific IAB content category. Enabling this option ensures that your campaign can capture all relevant traffic from your curated domain list, maximizing reach and engagement opportunities without being limited to predefined categories.
In conclusion, Content Categories targeting provides a versatile and cost-effective way for advertisers to reach their audiences within relevant content environments across all campaign types. With support for both inclusion and exclusion targeting, ad:personam's comprehensive IAB-classified category system allows for precise audience control while maintaining broad reach capabilities. Whether you're running Display, Video, CTV, In-App, or Audio campaigns, Content Categories targeting ensures your ads are placed in the most appropriate content environments for maximum impact and brand safety.