Content Taxonomy categories
Targets by IAB Tech Lab Content Taxonomy categories for consistent meaning across sellers.
Target the content, not the person
Context Engine targets by IAB Tech Lab Content Taxonomy categories, keywords and page-level context, so campaigns reach the right moments without any user identifier.
What is Context Engine?
Context Engine is the contextual targeting layer of Vectravia. It reads what the page, app, show or stream is about and matches your campaign to that content, using the IAB Tech Lab Content Taxonomy so categories mean the same thing everywhere.
It needs no cookie, device ID or login. That makes it a steady option on any request where identity signals are missing or consent does not allow them, and it pairs with brand suitability tiers that decide where your ads should not appear.
What does Context Engine read?
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Keywords and page context
Adds keyword and page-level signals for tighter matches than a category alone.
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Brand suitability tiers
Sets how close to sensitive topics a campaign may run, from strict to broad.
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Block and allow lists
Domain, app and keyword lists sit beside the tiers for exact control.
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Web, in-app, CTV and audio
Uses content signals from pages, apps, programs and streams.
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No user identifier
Works on requests with no cookie, device ID or login at all.
How does contextual targeting decide a bid?
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Read the content signal
Categories, keywords and page or program details are read from the request and from the content itself.
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Apply suitability
Your brand suitability tier and block lists are applied before any match is considered.
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Match to the campaign
Requests that fit your categories and keywords become eligible; the rest are passed over.
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Report by context
Delivery and results are reported by category, so you can see which contexts worked.
Why does contextual targeting matter again?
Browser plans for cookie replacements changed course in 2025, which keeps content signals central.
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11
Privacy Sandbox technologies Google announced it would retire, including Topics and Protected Audience
Source: Google, Update on plans for Privacy Sandbox technologies,
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April 2025
when Google said Chrome would keep its current approach to third-party cookie choice
Source: Google, Privacy Sandbox next steps,
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30%
ad-to-content ratio on desktop given as an example of a made-for-advertising site
Source: ANA, 4As, WFA and ISBA, Made for Advertising definition,
Which standards does Context Engine use?
| Standard | What it does here |
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| IAB Tech Lab Content Taxonomy IAB Tech Lab | Shared category list so content is labeled the same way by every seller. |
| OpenRTB 2.6 IAB Tech Lab | Site, App and Content objects carry the page, app and program details contextual targeting reads. |
| Made for Advertising definition ANA, 4As, WFA and ISBA | Industry definition behind made-for-advertising exclusion, applied alongside suitability tiers. |
Which channels does Context Engine cover?
Context Engine works on these channels today. Each channel page explains the formats and standards involved.
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Connected TV
Ad pods and SSAI-aware bidding
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Display
Banner inventory with quality controls
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Native
Ads that match the page they sit on
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Audio
Streaming audio and podcasts
What works alongside Context Engine?
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Audience Lab
Identity and consent signals handled before data is used.
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Path Check
Supply-path checks against ads.txt and sellers.json before every bid.
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Signal Reports
Measured and modeled numbers, labeled apart.
What do teams ask about Context Engine?
Does contextual targeting use any personal data?
No. Context Engine targets the content of the page, app, program or stream. It does not need a cookie, device ID or login to work.
Which channels does Context Engine work on?
Web display, native, online video, in-app, connected TV and audio, wherever the request or the content carries category and context signals.
What is the difference between brand safety and brand suitability?
Brand safety blocks content almost no advertiser wants. Brand suitability lets each campaign choose how close to sensitive topics it is willing to run, using tiers plus block and allow lists.
See Context Engine on your own campaigns
Book a walkthrough of the console with your channels, your supply and your reporting needs.