The IAB Content Taxonomy is a hierarchical classification system that assigns numeric category codes to content. Publishers pass these codes in OpenRTB bid requests — typically in the app.cat and content.cat fields. Buyers use them to target specific content types (sports: IAB17, finance: IAB13) or block unsuitable environments (news: IAB12, sensitive topics: IAB25–IAB26).
How it affects brand safety
DSP brand safety configurations often operate directly on taxonomy codes. GARM (Global Alliance for Responsible Media) brand safety tiers map to IAB taxonomy categories. IAS and DoubleVerify use taxonomy signals alongside their own content analysis to make brand safety determinations in CTV campaigns.
The India CTV taxonomy gap
Content taxonomy coverage in India CTV is inconsistent. Many publishers pass only broad tier-1 categories. Regional language content is frequently miscategorised. Live sports carry app-level sports categories but not event-specific detail. Before relying on taxonomy for brand safety or contextual targeting in India, validate coverage by requesting a sample bid log from your DSP or SSP.