Revised IAB Taxonomy


Concurrent with the APB’s Call to Action, the 4A’s produced and hosted an updated version of the IAB Tech Lab’s Contextual Taxonomy 2.0, mapped against the APB’s Brand Suitability Framework. In accordance with the Framework, content is categorized as follows:

  • High Risk Tolerance: The direct depiction or glamorization of content presented in an insensitive manner. 
  • Medium Risk Tolerance: Dramatic depiction of category content for art or entertainment. Includes news coverage related to the category. 
  • Low Risk Tolerance: Educational, informative, or scientific content related to the category. Includes news features related to the category. 


View the taxonomy here