MUMBAI: After a quiet pause since its 2020 retirement, the Interactive Advertising Bureau (IAB) Tech Lab is back with a roar, reimagining the digital advertising playbook.
Known for its pivotal role in shaping online advertising standards, the global body has unveiled an ambitious update to its programmatic connected TV (CTV) guidance, powered by the advanced frameworks of Content Taxonomy 2.0 and 3.1.
Like a phoenix rising, these updates signal a bold comeback, aiming to eliminate inefficiencies, unify the industry, and set a new benchmark for digital advertising clarity.
Open for public review until 31 January 2025, the move invites the advertising ecosystem to shape the future of programmatic innovation together.
The updates, developed by the Taxonomy & Mapping Working Group and Programmatic Supply Chain Working Group, introduce key features:
. New OpenRTB attributes: genres and gtax
. Updated genres list in Content Taxonomy 3.1
. Specific implementation guidance for CTV genres
. Bi-directional mapping between Content Taxonomy 1.0 and Ad Product Taxonomy 2.0
These enhancements address inefficiencies caused by free-text genre descriptions, which complicate bidstream data interpretation for DSPs. By adopting standardised genres and the gtax framework, the industry can achieve better contextual targeting and more tailored campaigns.
Content Taxonomy 1.0, deprecated in 2020, still poses challenges for companies relying on older systems, leading to inefficiencies and risks like content misclassification. The new mapping guidance bridges the gap, allowing compatibility between older and newer systems. This ensures DSPs using older taxonomies can effectively read and interpret labels from SSPs leveraging Content Taxonomy 2.0.
IAB Tech Lab CEO, Anthony Katsur emphasised the significance of these updates, "We’re tackling the complexity head-on. 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."
The updated taxonomies empower publishers and advertisers to categorise content more precisely, enabling curated inventory and privacy-respecting advertising experiences. Features like genres and gtax provide actionable data, making contextual buying strategies more effective.
Taxonomy & Mapping Working Group associate product manager & co-lead, Katie Shell highlighted the benefits, "This update builds on the foundation of our existing taxonomies, addressing opportunities to enhance efficiency and streamline processes. By introducing these new resources, we’re equipping the industry to work more efficiently and build toward the next generation of taxonomies."
IAB Tech Lab invites industry stakeholders to review and provide feedback on the guidance during the public comment period, which closes on 31 January 2025. The input will help refine these tools to align with evolving industry needs.
“This initiative solves a fundamental challenge for our industry—ensuring that taxonomies integrate effortlessly across platforms,” said Subtextive CEO & principal, Temese Szalai. “By offering these mappings and implementation guidance, we’re addressing inefficiencies and creating real, measurable impact for publishers, advertisers, and platforms alike.”
For further details and participation in the public comment process, visit IAB Tech Lab’s official page.
