Content and keyword targeting helps campaigns appear in environments that match the message. Marketers choose content categories or add terms to include or exclude. This supports stronger engagement because ads appear on pages that align with user intent.
Open the Technology targeting page
How marketers open the page depends on whether targeting applies at the journey level or the tactic level. Learn both workflows here.
Configuring journey-levels settings
Choose this option to apply settings to all campaigns and tactics in the journey.
- Go the Journey Settings page.
- Click the Open Web & DOOH Targeting menu link.
- Click the Content & Keywords tab.
- Uncheck the All content and keywords allowed box.
- Configure settings. (see below)
Configuring tactic-levels settings
Marketers can apply rules at the tactic level.
- Open a campaign on the Canvas (new experience).
- Select a tactic.
- Click the Targeting tab.
- Go to the Content & Keywords tab
- Click the pencil icon to open a side panel.
- Go to the side panel and uncheck the Keep journey targeting settings box.
- Configure settings. (see below)
Enabling custom settings
There are four options to enable category targeting. Enable these filters to add or block targeting keywords, channels, and contextual categories.
- Offers a library of pre-built contextual categories (IAB and custom) and allows advertisers to build keyword lists for targeting or blocking. Operates without cookies, using page-level semantic analysis to classify content. Integrates directly into most major DSPs as a targeting segment. Covers display, video, and CTV inventory.
- Built specifically for contextual segmentation with the most granular category and keyword controls, making it well-suited for custom or niche brand suitability needs where keyword-level inclusion and exclusion lists are required.
- Primarily a verification and measurement layer that evaluates impressions for viewability, invalid traffic (IVT), fraud, geo compliance, and brand safety. Also offers contextual targeting through its Authentic Brand Suitability (ABS) product and custom contextual segments. Reports on campaign delivery post-bid and can block non-compliant inventory pre-bid via filtering.
- Widely integrated across DSPs and SSPs, and the most commonly used independent verification layer for pre-bid filtering and post-bid reporting. Its ABS product offers a scored, weighted approach to suitability for brands with specific requirements beyond standard categories.
- Uses natural language processing and computer vision to analyze text, images, and video frames at the page and content level. Classifies inventory against GARM brand safety tiers and IAB contextual categories. The only one of the three that analyzes image and video frames in addition to text, making it more accurate for classifying multimedia content.
- Particularly applied in video and CTV environments where visual content analysis is relevant. Offers both brand safety filtering and contextual targeting segments.
- A free, open-source protocol maintained by the IAB Tech Lab that passes IAB content category classifications (e.g. IAB3, IAB3-2) directly within the bid request signal. Publishers and SSPs self-declare the content category of their inventory, which DSPs can then use to target or block at the bid request level with no additional cost or third-party integration required. Coverage and accuracy depend entirely on how consistently publishers and SSPs populate the category fields. Does not perform independent content analysis. It relies on seller-declared data.
- Best suited as a baseline contextual layer or for campaigns where broad category targeting is sufficient and budget for third-party tools is limited.
Where they overlap
- Peer39, DoubleVerify, and GumGum all operate within GARM brand safety standards, offer contextual segments, and integrate with major DSPs.
- OpenRTB Site Categories also use the IAB taxonomy, but categories are declared by the seller rather than independently classified.
Where they differ
- Peer39: Contextual targeting‑focused, with customizable categories and keyword filters.
- DoubleVerify (DV): Centers on independent verification and measurement (viewability, fraud, geo compliance), with contextual segments as an add‑on.
- GumGum (Verity): Differentiates with multimodal content analysis, including both text and visual signals (images, video).
- OpenRTB Site Category: A no‑cost, native signal in the bid request. Relies on seller‑declared data with no independent verification of accuracy.
FAQs
What is the benefit of content targeting for awareness campaigns?
Content targeting helps awareness campaigns appear near topics that match the message. This improves relevance and supports stronger top-of-funnel engagement.
Why would marketers block specific keywords or channels?
Marketers block terms or channels that do not align with campaign goals or brand guidelines. This improves message safety and avoids low-value contexts.
How does keyword targeting differ from audience targeting?
Keyword targeting focuses on the environment of the page, while audience targeting focuses on user traits or behaviors. Both can work together to improve reach quality.
Why do retargeting campaigns avoid content filters?
Retargeting campaigns rely on past user actions, so page context matters less. Filters stay blank to avoid limiting reach.