IAB Tech Lab, the global body setting technical standards for digital advertising, has announced the release of new mappings and implementation guidance that link Content Taxonomy 2.1 with Ad Product Taxonomy 2.0. Content Taxonomy 2.1 was originally designed to categorize webpage and app content, while Ad Product Taxonomy 2.0 focuses on accurately describing the products being advertised. The goal of this initiative is to prevent companies from misusing content-based labels to identify ad products, which can cause enforcement problems and allow ads to bypass restrictions improperly.
This new mapping clarifies how content categories align with ad product categories, providing clearer, more precise labeling of advertised products and creatives. The mappings include detailed notes explaining the reasoning behind category matches and guidance on handling cases where exact matches don’t exist. Additionally, a reverse mapping from Ad Product 2.0 back to Content 2.1 is provided to accommodate platforms that are transitioning at different rates.
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Anthony Katsur, CEO of IAB Tech Lab, emphasized that many companies are still relying on content-based labels for ads, causing system mismatches and limiting interoperability. This mapping effort provides a practical, industry-wide path to better align with the Ad Product Taxonomy. Industry experts like Adam King of GumGum and Sabine Schmidt of Axel Springer highlighted the importance of making taxonomies easier to use and better aligned with real ad product definitions, as well as the value of having both forward and reverse mappings to support cross-platform communication.
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The release is open for public comment for 30 days, closing on September 10, 2025, inviting feedback from the industry to refine the guidance further. This effort reflects IAB Tech Lab’s ongoing commitment to improving taxonomy standards, enabling more accurate ad classification, and enhancing programmatic efficiency and trust in the digital advertising ecosystem.
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