Verification

Custom content classifiers

Custom classifiers are useful if you want to narrow the scope of your reporting or monitor for issues that our existing categories don’t cover. For example, we supply a broad “transportation accidents” standard classifier, but if you’re an auto manufacturer, you may decide to create a more specific classifier that only monitors for sites that mention “car accidents.”

You can create as many custom classifiers as you want, then apply them to your entire account or to individual advertisers or campaigns.

Classifiers and entities

Each custom classifier is made up of one or more entities, each of which represents a concept, corporation, location, and so forth. Entities are derived from Google Knowledge Graph, a database of semantically-linked keywords. While Google technology makes use of Knowledge Graph data to help users perform searches, Verification uses this same data in a different way to classify page content.

A single word or phrase can mean multiple things in different contexts. To make it easier to disambiguate between multiple possible meanings, each entity has an associated type. For instance, “Armstrong” can refer to a number of different people (such as Louis, Neil, or Lance), but you only want your ads to appear next to content related to Neil Armstrong. Entity types help you distinguish whether “Armstrong” refers to the “Swing Artist,” “Astronaut,” or “Professional Road Racing Cyclist.”

Custom classifiers and entities work in the following languages: English, Japanese, Spanish, and Russian.

Join multiple entities into a single classifier

Your custom classifiers can include as many entities as you want, joined together by AND and OR operators. Add multiple entities to widen or narrow the scope of a classifier. Note that a single classifier can only include either AND or OR operators.

  • Joining entities with AND means that impressions must match all of the entities you specified to trigger the classifier. The more entities you include in an AND statement, the smaller the number of impressions that are likely to satisfy that criteria.

    For example, you consider it acceptable for impressions to serve to a page that talks about your product in general, but you’d like to avoid having them serve to pages that discuss the financial details of your company. To report on these impressions, you could set up the following classifier, where the impression must match both entities:

    YourCompanyName and stock price

  • Joining entities with OR means that impressions only need to match one or more of the entities specified to trigger the classifier. The more entities you include in an OR statement, the larger the number of impressions that should meet the criteria.

    For example, to report on impressions that serve next to articles that talk about your competitors, you could define a classifier with the following entities that represent the names of the competitors. An impression only has to match one of them to meet the criteria of the classifier:

    CompetitiveBrandA or CompetitiveBrandB

Create a custom classifier

To create custom classifiers:

  1. Click the Settings link, then the New button next to “Custom Classifiers.” A dialog box opens.

  2. Provide a name for your classifier to make it easier to identify.

  3. Start typing the name of an entity into the search box. As you type, a drop-down will appear with the name of the entity, its type, and the number of impressions served for all campaigns in your account that would have triggered this entity during the previous day.

    Use actual words only; regular expressions or other types of operators won’t work.
  4. From the drop-down, select the entity you want to add.

  5. To continue adding entities, click Add related next to the name of an entity to open a list of similar entities, or start typing in the search box.

  6. A single classifier can contain multiple entities, but all of them must be joined together in a single expression. Click one of the following buttons to toggle between the options.

    • Include all (AND): Impressions must match all of the specified entities (A and B and C) to trigger this classifier.

    • Include any (OR): Impressions need to match at least one of the specified entities (A or B or C) to trigger this classifier. This is the default option.

    As you add entities, a summary in the dialog box shows you how many impressions served for all campaigns in your account that would have triggered that combination of entities during the previous day.

  7. Save your changes.

Activate custom classifiers at the account, advertiser, or campaign level

Custom classifiers must be active in order to view data for them in Verification. When you create a classifier, it is automatically activated on the settings page where you created it and applied to any advertisers or campaigns that inherit these settings. However, if you want to apply the classifier across your entire account or to other advertisers or campaigns, you’ll have to go to the settings page for that account, advertiser, or campaign and activate it yourself.

  1. Go to the “Settings” page at the account level, or drill down to the advertiser or campaign. You may need to check Override account settings or Override advertiser settings in order to be able to edit these properties.

  2. Toggle the ON/OFF button to activate the classifier.

  3. Save your changes.

View Verification data for a custom classifier

You can add active custom classifiers to your Verification data to view the total number of impressions or percentage of all impressions that matched each classifier.

  1. Click Overview.

  2. Click the Columns drop-down, then select the custom classifiers you want to add.

  3. Choose to view impressions that matched this classifier as an overall number or as a percentage of the total number of impressions.

  4. Click Apply to update the data.

You can also view the number of impressions that matched each custom classifier via the Content view:

  1. Click Content.
  2. In the drop-down, click Custom classifier issues.
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