IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the release of multiple deliverables focused on helping the industry most efficiently utilize IAB Tech Lab’s taxonomies, focusing on utilization of the Ad Product Taxonomy and CTV genre values. It is now open for public comment until January 24, 2025. These new resources deliver essential tools to help the digital advertising industry transition from the deprecated Content Taxonomy 1.0 to more advanced taxonomies.
“We’re tackling the complexity head-on,” said Anthony Katsur, CEO of IAB Tech Lab. “This work is about simplifying the way the industry connects and operates so businesses can spend less time dealing with friction and more time creating value. It’s a step toward making programmatic advertising smarter, faster, and more reliable for everyone.”
Developed by the Taxonomy & Mapping Working Group and the Programmatic Supply Chain Working Group, the new guidance includes:
- New OpenRTB attributes `genres` and `gtax`
- Minor update to genres list, releasing as Content Taxonomy 3.1
- Subset of Content Taxonomy 3.1 for CTV Genres and Implementation Guidance
- Content Taxonomy 1.0 → Content Taxonomy 2.0 Mapping and Implementation Guidance
- Bi-directional mapping of Content Taxonomy 1.0 and Ad Product Taxonomy 2.0 and Implementation Guidance
For more information and to participate in the public comment process, visit https://iabtechlab.com/standards/taxonomy-updates-202412. To read the entire Press Release click here.
Katie Shell
Associate Product Manager
IAB Tech Lab