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Ad Exchange topic targeting versus DoubleClick content classifiers

Topics in DoubleClick Ad Exchange and the Google Display Network

Topics in DoubleClick Ad Exchange and the Google Display Network allow advertisers to target (by inclusion or exclusion) based on the topic that best describes the primary focus of the page. Google offers advertisers the ability to target to over a thousand different topics, and relies on an automated classification engine to categorize web pages into these topics. (Learn more about topics).

Content Issue Classification in DoubleClick Verification

The classifiers used in DoubleClick Verification are independent from the topics used for targeting in Ad Exchange and the Google Display Network. Verification provides DCM customers with reporting data on web pages that have triggered any of the content issues tracked by the product. To learn about content issues in DCM, see Content verification in the DCM Help Center.

DoubleClick Verification has three different kinds of content issue classifications:

  • Content: Classification is based on a specific type of content that appears on the page. Many content issues (like "Profanity" or "Suggestive") may occur on web pages that contain a wide variety of subject matter. A web page may contain material that gets flagged according to a specific content issue such as “Suggestive,” even if that content is not the main focus of the page.

  • Type: Refers to specific web page formats, such as forums or download sites. Other content issues refer to the type of web page (like "Forums"), and can also be triggered on pages that cover a variety of subjects.

  • Page topic: Classification depends on the primary focus of the page, similar in scope and idea to the topics found in the DoubleClick Ad Exchange and the Google Display Network targeting options. For example, the main topic of a page could be politics or religion.

The classifiers that power DoubleClick Verification reports are independent from those that are used to target ads by topic, so there will not always be full overlap between the way that topics and content issues are triggered.

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