Documentation
Control where your ads appear with IAB content category filtering on ad:personam. Include or exclude entire content verticals to protect your brand and reach the right audiences — free of charge.
For the complete campaign setup process, refer to the Campaign Setup Guide.
Overview
IAB Content Categories targeting lets you control ad placement at the content vertical level. Rather than targeting individual domains, you include or exclude entire categories of content — such as Finance, News, or Sports — based on the Internet Advertising Bureau (IAB) classification system.
This targeting method is available for Display and Video campaign types (web environments only). It is not available for In-App or CTV environments — use App Targeting Lists for in-app brand safety instead.
Content category targeting is free of charge and works alongside your domain targeting list. Categories are applied at the domain/URL level, so they complement rather than replace domain lists. For domain-level control, see Domain and App Targeting Lists.
How It Works
Unlike contextual targeting, which focuses on the context of individual pieces of content, Content Categories targeting groups websites, domains, and apps according to the IAB classification. This allows you to target broader categories of content — such as entire news websites or domains dedicated to specific industries — while also excluding unwanted categories for enhanced brand safety.
During the Line Item setup wizard at Step 5: Brand Safety, navigate to the Content Categories section. You have two targeting approaches:
- Include Categories — target your ads to appear only on websites within specific content categories.
- Exclude Categories — prevent your ads from appearing on content within certain categories, perfect for brand safety or audience refinement.
Browse the category list, select the ones that align with your campaign objectives, and the system automatically applies your preferences across your chosen domains and URLs.
Why Use Content Categories
- Flexible Targeting — support for both inclusion and exclusion lets you precisely define where your ads should and should not appear, enhancing both reach and brand safety.
- Free of Charge — no additional cost is added to your media spend, making it an accessible option for campaigns of all sizes.
- Broad Reach — targeting by category ensures your ads are displayed across a wide array of relevant sites without needing to manage individual domain lists.
- Simplicity — grouping similar types of content together allows for easier selection without detailed segment analysis.
Available Categories
ad:personam offers the complete IAB classification system. Major categories include:
- 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 specialised subcategories for granular targeting.
Example: Finance Category
Selecting Finance automatically targets all its subcategories, giving you broad coverage across the entire vertical:
- Accounting & Auditing
- Banking
- Credit & Lending
- Currencies & Foreign Exchange
- Financial Planning
- Grants & Financial Assistance
- Insurance
- Investing
- Mortgages and Loans
- Retirement & Pension
- Taxes
This approach guarantees extensive coverage within the Finance sector without needing to select each subcategory individually.
Quick Reference
| Aspect | Details |
|---|---|
| Availability | Display, Video (web environments only) |
| Not Available | In-App, CTV |
| Cost | Free — no additional CPM |
| Targeting Modes | Include or Exclude |
| Works With | Domain targeting lists (complementary) |
| Granularity | Major categories + subcategories (IAB taxonomy) |