IAB Categories

What it is

IAB categories are a standardized classification system developed by the Interactive Advertising Bureau (IAB).

They are part of the IAB Content Taxonomy, which is used across the advertising industry to consistently describe content and creatives.

Each creative is assigned a category that represents its topic (e.g., Finance, Sports, Technology).

Category Structure

IAB categories are hierarchical and consist of multiple levels:

  • Main Category (Tier 1) – broad topic
  • Subcategories (Tier 2, Tier 3, etc.) – more specific topics

This structure allows high-level classification + detailed precision.

Examples:

Arts & Entertainment

→ Books & Literature
→ Celebrity Fan/Gossip
→ Fine Art

Automotive

→ Auto Parts
→ Auto Repair
→ Buying/Selling Cars

Business

→ Logistics
→ Marketing

The deeper the level, the more precise the targeting and reporting.

Purpose

IAB categories are used to:

  • Standardize classification across platforms and partners
  • Improve targeting by matching ads with relevant content

Best Practices for Creatives

Use the most relevant category
Always reflect the actual creative content.
Leverage subcategories
More granular classification improves targeting accuracy.
Limit selection
Choose 1 main category + 1–2 subcategories maximum.

How to Choose the Right Category

  1. Define the core topic of the creative
  2. Select the main category (Tier 1)
  3. Refine with the most relevant subcategory (Tier 2+)
  4. Keep it focused (no over-tagging)

Examples

Ad: Fitness mobile app
→ Health & Fitness → Exercise

Ad: Fantasy movie / streaming series
→ Hobbies & Interests → Sci-Fi & Fantasy

Ad: Guitar learning mobile app
→ Hobbies & Interests → Guitar

Ad: Board games marketplace
→ Hobbies & Interests → Board Games/Puzzles