Content signal taxonomy reference
Including content signals recognized by The Trade Desk in your bid requests ensures that we can correctly target to and report against your signals. The following sections explain how we handle content signals and the mappings that we recognize.
Targeting and reporting logic for content signals
Here's what you need to know about how The Trade Desk handles your content signals:
- For an array of values, all values with a valid mapping are eligible for targeting. For example, in an array like
crime,drama,drama,entertainment,mystery, all values ofcrime,drama,entertainment, andmysteryare targetable. Similarly, if an ad group is anti-targetingmystery, then it would be excluded from bidding. - If we can't match a content signal to our mapping, the unmatched values are bucketed as
nulluntil we can map them to our taxonomy, leading to wasted content signal requests. - Use commas (,) or semicolons (;) as separators. Periods (.) are not supported.
- In content signals reporting, we report on the first five genres.
Content signal taxonomy by category
The Trade Desk supports content signals in the following categories:
| Category | OpenRTB Attribute | Description |
|---|---|---|
| Genre | genre |
A broad descriptor of the type of content. |
| Duration | len |
The length of the content in seconds. |
| Livestream | livestream |
0 = content is not live. 1 = content is live. |
| Production quality | prodq |
A classification summarizing the type of equipment, production crews, talent, and so on involved in the content production. |
| Rating | contentrating |
A classification of the content's suitability for an audience. |
Genres
The following table lists content genre values recognized by The Trade Desk.
| Content Genres A-C | Content Genres D-K | Content Genres L-R | Content Genres S-W |
|---|---|---|---|
| Action Adult Contemporary Music Adult Adventure Album-oriented Rock Alternative Music Alternative Rock Animals Animation Arts & Crafts Auction Audience Participation Australian Rules Football Automotive Awards Show Baseball Basketball Biography Blues Bollywood Boxing Business/Financial Children's Music Classical Music Classic Hits Classic Rock College Radio Comedy Comic Book Consumer Contemporary Hits/Pop/Top 40 Cooking Country Music Crime |
Dance and Electronic Music Documentary Drama Education Entertainment Factual Fantasy Fashion Field Hockey Songwriters/Folk Food Football World Games Game Show Golf Gospel Music Hard Rock Health and Wellness Hip Hop Music History Hockey Holiday Home and Garden Horror Indie (Independent Cinema) Jazz Kids and Family |
Late Night Law Lifestyle Literature Magic Medical Miniseries Movie Music Musical Mystery Nature Inspirational/New Age Music News Oldies/Adult Standards Opera Other Outdoors Paranormal Politics R&B/Soul/Funk Reality Reggae Religion Relationships Rock Music Romance Romantic Comedy Rugby Rugby League |
Science Science Fiction Scripted Shopping Soundtracks, TV and Showtunes Sitcom Soap Opera Soccer Soft AC Music Softball Soft Rock Sports Sports Talk Superhero Talk Show Technology Tennis Thriller Travel Undeclared Unwired Urban AC Music Urban Contemporary Music Variety (Music and Audio) Volleyball War Weather Western World/International Music Wrestling |
Network
The following table lists content signals for networks. For details, see Content object.
| Attribute | Type | Description | Example |
|---|---|---|---|
name |
String | Network the content is on. | CBS |
domain |
String | The primary domain of the network. | cbs.com |
Channel
The following table lists content signals for channels. For details, see Content object.
| Attribute | Type | Description | Example |
|---|---|---|---|
name |
String | Channel the content is on. | ABC 7 NY |
domain |
String | The primary domain of the channel. | abc7ny.com |
Duration
The following taxonomy is available for content duration.
NOTE: Bid requests specify content duration in seconds. Content signal targeting in The Trade Desk platform specifies content duration in minutes.
| Value in Seconds |
|---|
| 0–900 |
| 901–1800 |
| 1801–2700 |
| 2701–3600 |
| 3601–4500 |
| 4501–5400 |
| 5401–6300 |
| 6301–7200 |
| 7201+ |
Production quality
The following taxonomy is available for content production quality:
| Attribute Value | Definition |
|---|---|
0 |
Undeclared/Unknown |
1 |
Professional |
2 |
Prosumer |
3 |
User generated |
Rating
The Trade Desk supports the following taxonomy for content rating:
- MPAA
- G
- PG
- PG-13
- R
- NC-17
- Unrated
- TVPG
- TV-Y
- TV-Y7
- TV-Y7 FV
- TV-G
- TV-PG
- TV-14
- TV-MA
- Unrated
- FSK
- FSK-0
- FSK-6
- FSK-12
- FSK-16
- FSK-18
- Unrated
- BBFC
- U
- PG
- 12A/12
- 15
- 18
- Unrated
- EIRN
- G
- PG-12
- R 15+
- R 18+
- Unrated
- CSA/CNC
- T
- 10
- 12
- 16
- 18
- Unrated
- ACB
- G
- PG
- M
- MA 15+
- R 18+
- X 18+
- Unrated
- ICAA
- A/Ai
- 7/7i
- 12
- 16
- 18
- X
- Unrated
- Undeclared