CTV Inventory
Part of CTV brand suitability
Agreeing on excluded CTV content categories and controls
Define CTV content exclusions by severity and context, then confirm which rules the supplier can apply.
Agree each excluded CTV content category by subject, severity and context. Use the same wording in the campaign brief and the supplier agreement.
Use a program-specific label for an exclusion only if that label separates the agreed case. Otherwise, use a broader app-level category, or record a manual-review or inventory decision if no matching control exists.
Write decisions for borderline cases
State what is excluded and what is allowed, including any live-news or contextual exception. The suggested decisions below give each concern a defined subject, severity and context.
| Concern | Suggested exclusion wording | Supplier control mapping | Borderline question |
|---|---|---|---|
| Violence | Exclude graphic depictions of violence; allow factual reporting. | Use a program-level label only if it distinguishes graphic depictions from factual reporting; otherwise an app-level category creates a broader exclusion. | Is a brief factual reference allowed? |
| Tragedy or distressing news | Exclude graphic coverage of tragedy or distressing events; allow non-graphic factual reporting, including live or developing stories. | Use a program-level label only if it distinguishes graphic coverage and the agreed live-news treatment; otherwise an app-level category creates a broader exclusion. | Can the control distinguish graphic coverage during a developing story? |
| Sexual content or strong language | Exclude sexual content and strong language; allow educational content only where its context is distinguished. | Use a program-level label only if it identifies the agreed content level and educational context; otherwise an app-level category creates a broader exclusion. | Does educational context change the decision? |
| Politics or social issues | Exclude content focused on politics or social issues; allow neutral references. | Use a program-level label only if it distinguishes those subjects from neutral references; otherwise an app-level category creates a broader exclusion. | Are neutral references allowed? |
If the supplier cannot distinguish an allowed exception, choose the broader app-level exclusion, or record manual review or different inventory. Keep the decision consistent across the brief, supplier agreement and report.
Map words to controls
Ask the supplier for the definition of each available category or label and whether it applies at app or program level. An app-level category cannot distinguish programs within the app; a program-level label supports a finer decision only when it matches the wording agreed for the campaign.
Record the supplier’s actual label or code beside each exclusion, along with its application level and any gap. Do not treat a general category as enforcement of a more specific distinction; where no matching control is available, choose a broader app-level exclusion, manual review or different inventory.
IAB Tech Lab’s Content Taxonomy provides shared language, not proof that supplier classifications or controls are identical. Version 3.0, released in June 2022, includes updates supporting News and Video/CTV content; version 3.1, released in December 2024, updates the genre category to include Thriller.
For an existing 2.x category code, the IAB Tech Lab Taxonomy Mapper converts it to a 3.0 equivalent and returns codes, labels, confidence scores and methods. Confirm the resulting mapping against the supplier’s own available control before using it for an exclusion.
Record the agreed wording, mapped label or category, control level, any gap, a named owner and the effective date. Use consistent wording in the campaign brief, supplier agreement and report, and update them when the policy changes.
IAB Tech Lab Content Taxonomy Updates Relevant to CTV
- Version 3.0 Release Date
- June 2022
- Key Updates in v3.0
- Enhanced support for News and Video/CTV content
- Version 3.1 Release Date
- December 2024
- Key Update in v3.1
- Genre category now includes Thriller
