Content signal taxonomy
DSPs and SSPs partnered with The Trade Desk should support the content signals in the following categories.
| Category | OpenRTB Attribute | Description |
|---|---|---|
| Content genre | genre |
A broad descriptor of the type of content. |
| 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. |
| Content rating | contentrating |
A classification of the content's suitability for an audience. |
Content genre
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 |
Content duration
The following taxonomy is available for content duration.
NOTE: Bid requests specify content duration in seconds. Content signals 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 production quality:
| Attribute Value | Definition |
|---|---|
0 |
Undeclared/Unknown |
1 |
Professional |
2 |
Prosumer |
3 |
User generated |
Content rating
The Trade Desk supports the following taxonomy for content rating.
Mpaa (US)
The Motion Picture Association of America (MPAA) applies these content ratings for films in the United States.
The following table lists the content ratings for the MPAA.
| Code | Description |
|---|---|
| G | General audience. |
| PG | Parental guidance suggested. |
| PG-13 | Parents strongly cautioned. |
| R | Restricted. |
| NC-17 | Adults only, no one 17 and under admitted. |
Tvpg (US)
The TV Parental Guidelines (TVPG) are content ratings are for TV shows in the United States.
The following table lists the content ratings for TVPG.
| Code | Description |
|---|---|
| TV-Y | All children. |
| TV-Y7 | Directed to older children. |
| TV-Y7 FV | Directed to older children - Fantasy Violence. |
| TV-G | General audience. |
| TV-PG | Parental guidance suggested. |
| TV-14 | Parents strongly cautioned. |
| TV-MA | Mature audience only. |
Fsk (Germany)
The Freiwillige Selbstkontrolle der Filmwirtschaft (FSK) assigns content ratings for films in Germany.
The following table lists the content ratings for the FSK.
| Code | Description |
|---|---|
| FSK-0 | No age restriction. |
| FSK-6 | No children younger than 6 years. |
| FSK-12 | Film is for those above 12 years. |
| FSK-16 | Suitable for 16 years and over. |
| FSK-18 | Adults only. |
Bbfc (UK)
The British Board of Film Classification (BBFC) assigns content ratings for films in the UK.
The following table lists the content ratings for the BBFC.
| Code | Description |
|---|---|
| U | Universal: Suitable for all audiences. |
| PG | Parental Guidance: General viewing, but some scenes may be unsuitable for young children. |
| 12A/12 | Suitable for 12 years and over. |
| 15 | Suitable only for 15 years and over. |
| 18 | Suitable only for 18 years and over. |
Eirn (Japan)
The Eiga Rinri Kiko (EIRN) assigns content ratings for films in Japan.
The following table lists the content ratings for EIRN.
| Code | Description |
|---|---|
| G | General audiences. |
| PG-12 | Parental guidance requested for young people under 12 years. |
| R 15+ | For persons aged 15 and above only (no one under 15 admitted). |
| R 18+ | For persons aged 18 and above only (no one under 18 admitted). |
Csa and CNC (France)
The Conseil supérieur de l'audiovisuel (CSA) and Commission Nationale de la Communication (CNC) are regulatory bodies in France that assign content ratings.
The following table lists the content ratings used by the CSA and CNC.
| Code | Description |
|---|---|
| T | Suitable for all audiences. |
| 10 | Unsuitable for children younger than 10. |
| 12 | Unsuitable for children younger than 12. |
| 16 | Unsuitable for children younger than 16. |
| 18 | Unsuitable for children younger than 18. |
Acb (Australia)
The Australian Classification Board (ACB) assigns content ratings to films in Australia.
The following table lists the content ratings for the ACB.
| Code | Description |
|---|---|
| G | General. |
| PG | Parental guidance is recommended. |
| M | Not suitable for people under 15. People under 15 must be accompanied by a parent or adult guardian. |
| MA 15+ | Recommended for mature audiences. |
| R 18+ | Restricted to 18 years and over. |
| X 18+ | Restricted to 18 years and over. |
Icaa (Spain)
The Instituto de la Cinematografía y de las Artes Audiovisuales (ICAA) assigns content ratings to films in Spain.
The following table lists the content ratings for the ICAA.
| Code | Description |
|---|---|
| A/Ai | Suitable for all audiences. |
| 7/7i | Not recommended for children under 7 years. |
| 12 | Not recommended for children under 12 years. |
| 16 | Not recommended for children under 16 years. |
| 18 | Not recommended for children under 18 years. |
| X | Restricted for audiences under 18 years of age. |
Miscellaneous ratings
Miscellaneous ratings apply to content that isn't rated or self-assigned. The Trade Desk labels these ratings as undeclared or unrated.