To improve programmatic targeting, reporting, and forecasting for CTV/OTT content, OpenRTB uses the genres and gtax attributes within Object: Content. This replaces the legacy free-text genre attribute with enumerated values from a standardized taxonomy.
Key Attributes
genres: An integer array containing accepted genre IDs from the taxonomy.gtax: A string indicating the specific taxonomy version being used (e.g., pointing to IAB Tech Lab Content Taxonomy 3.1).
Implementation Best Practices
- For Publishers:
- Use
genres only for the holistic genre of the content. - Use
cat and cattax for finer details of content parts, not for the primary genre. - Use
keywords or kwarray for additional free-text metadata. - Pass a minimum viable number of genres, placing the most accurate enumeration as the first integer in the
genres array.
- For SSPs:
- Upgrade from the legacy
genre attribute to passing genres and gtax through to DSPs. - If using a third-party vendor for classification, pass the vendor's
500+ designation in the gtax attribute.
- For Buyers/DSPs:
- Implement targeting using allowlists and blocklists of genre IDs to achieve scale (e.g., grouping multiple genres into an 'entertainment' package).
- Ensure support for the
500+ designation in gtax to handle vendor-specific taxonomies.
{
"content": {
"genres": [123, 456],
"gtax": "IAB Content Taxonomy 3.1",
"keywords": ["example", "keyword"]
}
}
