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Ad Product Taxonomy

Last updated: February 14, 2024

About the Ad Product Taxonomy

The Ad Product Taxonomy was launched by IAB Tech Lab in July 2022 to establish a standardized nomenclature for describing the product or service being advertised. It aims to provide publishers with stronger control over the types of ads that get delivered via automated channels.

It joins sister taxonomies managed by IAB Tech Lab – the Content Taxonomy 3.0 and Audience Taxonomy 1.1. You can view them all and monitor any updates by following the Taxonomy GitHub Repository.

We have released Implementation Guidance for Ad Product 2.0 to ease the transition to the updated taxonomy.  We have also released a mapping from Content Taxonomy 1.0 to Ad Product 2.0.

DemandChain Object is a new buy-side transparency standard being introduced by the IAB Tech Lab (the second being the Ad Product Taxonomy). This standard help address the challenges around malvertising and nefarious ads, by providing transparency around the entities that are involved with publishing such ads.

DemandChain Object enables sellers to see all parties who are involved in buying the creative embedded in a given bid response. This extension object can be used with OpenRTB 2.x or OpenRTB 3.0 for real-time bidding.

In many ways, DemandChain Object can be considered the mirror image of the SupplyChain Object, with the goal of providing a similar level of transparency to publishers, just as  SupplyChain Object had provided transparency to buyers.

This specification was released in June 2021, however we still welcome feedback, so please feel free to email us at

The Ad Product Taxonomy 1.1 update was meant to help the industry better navigate new regulations focused on restricting the promotion of foods that are high in fat, sugar, and salt (HFSS), but was not adopted. Implementors should use Ad Product 2.0 instead.