The IAB (Internet Advertising Bureau) maintains a list of categories and subcategories that can be targeted with Ad Servers or Demand Side Platforms. Sometimes referred to as the IAB Content Taxonomy, most people in the advertising industry refer to it as IAB Categories List. The IAB categories and subcategories are applied mostly on the publisher site in the website setup phase, thus allowing the Advertiser / Buyer the ability to target sites in that category.
The IAB Contextual Taxonomy was first developed in consultation with taxonomy experts from Academia, Ad Measurement companies, and members of the IAB Networks & Exchanges Committee then the IAB Tech Lab Taxonomy Working Group.
One of the disadvantages from using IAB Categories Targeting is that from our point of view some subcategories are highly relevant like the Dining Out for a Restaurant website. But there are very few websites that would be categorized soley “American Cuisine”. These days most Food & Drink websites tend to be “portal” like (even the small ones) and have a wide variety of content categories on them, as such they would be such set as IAB8 Food & Drink, which in our option is way too generic.
The IAB Categories List provides somewhat very basic targeting compared with details contextual targeting that Gourmet Ads offers. Contextual advertising can be used in accordance with programmatic advertising and managed service campaigns. For example, Gourmet Ads offers 200+ contextual targeting options in Food & Drink across areas like Cuisines, Recipes, Diets, Meal Category, Kitchen Appliances and Cookware to name a few.
Review all of Gourmet Ads Targeting Options here