IAB Categorization & IAB Attributes

IAB Categorization with Examples

The IAB taxonomy and standard is used for categorizing creatives. To assist you in better use of this taxonomy, MoPub has provided examples where applicable.

Value Category Name Examples (where applicable)
IAB1 Arts & Entertainment
IAB1-1 Books & Literature
IAB1-2 Celebrity Fan/Gossip
IAB1-3 Fine Art
IAB1-4 Humor
IAB1-5 Movies
IAB1-6 Music ringtone
IAB1-7 Television
IAB2 Automotive
IAB2-1 Auto Parts
IAB2-2 Auto Repair
IAB2-3 Buying/Selling Cars
IAB2-4 Car Culture
IAB2-5 Certified Pre-Owned
IAB2-6 Convertible
IAB2-7 Coupe
IAB2-8 Crossover
IAB2-9 Diesel
IAB2-10 Electric Vehicle
IAB2-11 Hatchback
IAB2-12 Hybrid
IAB2-13 Luxury
IAB2-14 MiniVan
IAB2-15 Mororcycles
IAB2-16 Off-Road Vehicles
IAB2-17 Performance Vehicles
IAB2-18 Pickup
IAB2-19 Road-Side Assistance
IAB2-20 Sedan
IAB2-21 Trucks & Accessories
IAB2-22 Vintage Cars
IAB2-23 Wagon
IAB3 Business
IAB3-1 Advertising
IAB3-2 Agriculture
IAB3-3 Biotech/Biomedical
IAB3-4 Business Software
IAB3-5 Construction
IAB3-6 Forestry
IAB3-7 Government Lottery and scratch-offs
IAB3-8 Green Solutions
IAB3-9 Human Resources
IAB3-10 Logistics
IAB3-11 Marketing
IAB3-12 Metals
IAB4 Careers
IAB4-1 Career Planning
IAB4-2 College
IAB4-3 Financial Aid
IAB4-4 Job Fairs
IAB4-5 Job Search
IAB4-6 Resume Writing/Advice
IAB4-7 Nursing
IAB4-8 Scholarships
IAB4-9 Telecommuting
IAB4-10 U.S. Military
IAB4-11 Career Advice
IAB5 Education
IAB5-1 7-12 Education
IAB5-2 Adult Education
IAB5-3 Art History
IAB5-4 College Administration
IAB5-5 College Life
IAB5-6 Distance Learning
IAB5-7 English as a 2nd Language
IAB5-8 Language Learning
IAB5-9 Graduate School
IAB5-10 Homeschooling
IAB5-11 Homework/Study Tips
IAB5-12 K-6 Educators
IAB5-13 Private School
IAB5-14 Special Education
IAB5-15 Studying Business
IAB6 Family & Parenting
IAB6-1 Adoption
IAB6-2 Babies & Toddlers
IAB6-3 Daycare/Pre School
IAB6-4 Family Internet
IAB6-5 Parenting – K-6 Kids
IAB6-6 Parenting teens
IAB6-7 Pregnancy
IAB6-8 Special Needs Kids
IAB6-9 Eldercare
IAB7 Health & Fitness
IAB7-1 Exercise
IAB7-2 A.D.D.
IAB7-3 AIDS/HIV
IAB7-4 Allergies
IAB7-5 Alternative Medicine
IAB7-6 Arthritis
IAB7-7 Asthma
IAB7-8 Autism/PDD
IAB7-9 Bipolar Disorder
IAB7-10 Brain Tumor
IAB7-11 Cancer
IAB7-12 Cholesterol
IAB7-13 Chronic Fatigue Syndrome
IAB7-14 Chronic Pain
IAB7-15 Cold & Flu
IAB7-16 Deafness
IAB7-17 Dental Care
IAB7-18 Depression
IAB7-19 Dermatology
IAB7-20 Diabetes
IAB7-21 Epilepsy
IAB7-22 GERD/Acid Reflux
IAB7-23 Headaches/Migraines
IAB7-24 Heart Disease
IAB7-25 Herbs for Health
IAB7-26 Holistic Healing
IAB7-27 IBS/Crohn’s Disease
IAB7-28 Incest/Abuse Support
IAB7-29 Incontinence
IAB7-30 Infertility
IAB7-31 Men’s Health
IAB7-32 Nutrition
IAB7-33 Orthopedics
IAB7-34 Panic/Anxiety Disorders
IAB7-35 Pediatrics
IAB7-36 Physical Therapy
IAB7-37 Psychology/Psychiatry
IAB7-38 Senior Health
IAB7-39 Sexuality abortion
IAB7-40 Sleep Disorders
IAB7-41 Smoking Cessation
IAB7-42 Substance Abuse
IAB7-43 Thyroid Disease
IAB7-44 Weight Loss
IAB7-45 Women’s Health
IAB8 Food & Drink
IAB8-1 American Cuisine Burgers, burger houses, steakhouses, online selling of american cuisine (e.g. seamless, grubhub,etc)
IAB8-2 Barbecues & Grilling Barbecues (food), barbecues (physical equpments), grills (physical stores)
IAB8-3 Cajun/Creole Cajun food, creole food, Cajun foodhouses, Creole foodhouses, equipments/recipes needed for Cajun/creole food
IAB8-4 Chinese Cuisine Chinese food, Chinese restaurants, equipments/recipes needed for Chinese food
IAB8-5 Cocktails/Beer Beer, hard liquor (vodka, rum, scotch, whiskey, etc), any cocktails made using hard liquor, any company looking to sell beer, hard liquor, cocktails made using hard liquor, whether online or physical
IAB8-6 Coffee/Tea Coffee, tea, coffee/tea derivatives, online websites/apps that sell coffee/tea, coffee/tea derivatives, physical locations that sell that sell coffee/tea, coffee/tea derivatives
IAB8-7 Cuisine-Specific Books/recipes/articles/websites/blogs that provide information on any type of specific cuisine not covered by other IAB categories
IAB8-8 Desserts & Baking Desserts / baking / Books/recipes/articles/websites/blogs that provide information on desserts & baking
IAB8-9 Dining Out Restaurants / Michelin guidebooks promoting physical restaurant locations
IAB8-10 Food Allergies Information related to all food related allergies, including lactose intolerance, peanut butter allergies, etc
IAB8-11 French Cuisine French food, French restaurants, equipments/recipes needed for French food
IAB8-12 Health/Lowfat Cooking Information related to all healthy, lowfat cooking, including but not limited to organic food, edible oils, etc.
IAB8-13 Italian Cuisine Italian food, Italian restaurants, equipments/recipes needed for Italian food, Festivals related to italian food
IAB8-14 Japanese Cuisine Japanese food, Japanese restaurants, equipments/recipes needed for Japanese food, Festivals related to Japanese food
IAB8-15 Mexican Cuisine Mexican food, Mexican restaurants, equipments/recipes needed for Mexican food, Festivals related to Mexican food
IAB8-16 Vegan All food, recipes, restaurants, festivals related to the practice of veganism (abstainment from use of animal products)
IAB8-17 Vegetarian All food, recipes, restaurants, festivals related to the practice of vegetarianism (abstainment from the consumption of meat)
IAB8-18 Wine Wine, wine cocktails, online and offline sales of wine, wineries, wine making classes, wine-tasting
IAB9 Hobbies & Interests
IAB9-1 Art/Technology Arts depicting technology, technology using art (e.g promoting an ipad app for painting,), education materials related to the intersection of arts and technology, technology used for designs
IAB9-2 Arts & Crafts Arts, handicrafts, online and offline sale of arts, art auctions, art exhibits, events dedicated to arts (painting, dance, orchestras), etc.
IAB9-3 Beadwork Everything in Arts&crafts that speacializes in beadwork
IAB9-4 Birdwatching Activities related to birds, events related to watching birds/informative events about birds/ apps or websites promoting or providing information on such events
IAB9-5 Board Games/Puzzles Games/activities related to solving puzzles, board games, online version of such games, offline activities promoting such games
IAB9-6 Candle & Soap Making Activities promoting candle making, soap making, information on candle making, information on soap making
IAB9-7 Card Games Real-money gambling e.g. Casino Advertising Gambling, Casino advertising resort, online gambling, penny auctions, scratch cards, sports betting other gambling
IAB9-8 Chess Physical games of chess, events promoting chess games (chess tournaments), chess apps/websites
IAB9-9 Cigars Cigars, cigarettes, tobacco products, online and offline sales of tobacco products
IAB9-10 Collecting Activies / events promoting collection of any material for a prolonged period of time,including but not limited to stamps, coins, bitcoins, envelopes, etc
IAB9-11 Comic Books
IAB9-12 Drawing/Sketching
IAB9-13 Freelance Writing
IAB9-14 Genealogy
IAB9-15 Getting Published
IAB9-16 Guitar
IAB9-17 Home Recording
IAB9-18 Investors & Patents
IAB9-19 Jewelry Making
IAB9-20 Magic & Illusion
IAB9-21 Needlework
IAB9-22 Painting
IAB9-23 Photography
IAB9-24 Radio
IAB9-25 Roleplaying Games
IAB9-26 Sci-Fi & Fantasy
IAB9-27 Scrapbooking
IAB9-28 Screenwriting
IAB9-29 Stamps & Coins
IAB9-30 Video & Computer Games Computer and Video Games or Free casino-type games
IAB9-31 Woodworking
IAB10 Home & Garden
IAB10-1 Appliances
IAB10-2 Entertaining
IAB10-3 Environmental Safety
IAB10-4 Gardening
IAB10-5 Home Repair
IAB10-6 Home Theater
IAB10-7 Interior Decorating
IAB10-8 Landscaping
IAB10-9 Remodeling & Construction
IAB11 Law, Gov’t & Politics
IAB11-1 Immigration
IAB11-2 Legal Issues
IAB11-3 U.S. Government Resources
IAB11-4 Politics
IAB11-5 Commentary
IAB12 News
IAB12-1 International News
IAB12-2 National News
IAB12-3 Local News
IAB13 Personal Finance
IAB13-1 Beginning Investing
IAB13-2 Credit/Debt & Loans
IAB13-3 Financial News
IAB13-4 Financial Planning
IAB13-5 Hedge Fund
IAB13-6 Insurance
IAB13-7 Investing
IAB13-8 Mutual Funds
IAB13-9 Options
IAB13-10 Retirement Planning
IAB13-11 Stocks
IAB13-12 Tax Planning
IAB14 Society
IAB14-1 Dating
IAB14-2 Divorce Support
IAB14-3 Gay Life
IAB14-4 Marriage
IAB14-5 Senior Living
IAB14-6 Teens
IAB14-7 Weddings
IAB14-8 Ethnic Specific
IAB15 Science
IAB15-1 Astrology
IAB15-2 Biology
IAB15-3 Chemistry
IAB15-4 Geology
IAB15-5 Paranormal Phenomena
IAB15-6 Physics
IAB15-7 Space/Astronomy
IAB15-8 Geography
IAB15-9 Botany
IAB15-10 Weather
IAB16 Pets
IAB16-1 Aquariums
IAB16-2 Birds
IAB16-3 Cats
IAB16-4 Dogs
IAB16-5 Large Animals
IAB16-6 Reptiles
IAB16-7 Veterinary Medicine
IAB17 Sports fantasy sports
IAB17-1 Auto Racing
IAB17-2 Baseball
IAB17-3 Bicycling
IAB17-4 Bodybuilding
IAB17-5 Boxing
IAB17-6 Canoeing/Kayaking
IAB17-7 Cheerleading
IAB17-8 Climbing
IAB17-9 Cricket
IAB17-10 Figure Skating
IAB17-11 Fly Fishing
IAB17-12 Football
IAB17-13 Freshwater Fishing
IAB17-14 Game & Fish
IAB17-15 Golf
IAB17-16 Horse Racing
IAB17-17 Horses
IAB17-18 Hunting/Shooting
IAB17-19 Inline Skating
IAB17-20 Martial Arts
IAB17-21 Mountain Biking
IAB17-22 NASCAR Racing
IAB17-23 Olympics
IAB17-24 Paintball
IAB17-25 Power & Motorcycles
IAB17-26 Pro Basketball
IAB17-27 Pro Ice Hockey
IAB17-28 Rodeo
IAB17-29 Rugby
IAB17-30 Running/Jogging
IAB17-31 Sailing
IAB17-32 Saltwater Fishing
IAB17-33 Scuba Diving
IAB17-34 Skateboarding
IAB17-35 Skiing
IAB17-36 Snowboarding
IAB17-37 Surfing/Bodyboarding
IAB17-38 Swimming
IAB17-39 Table Tennis/Ping-Pong
IAB17-40 Tennis
IAB17-41 Volleyball
IAB17-42 Walking
IAB17-43 Waterski/Wakeboard
IAB17-44 World Soccer
IAB18 Style & Fashion
IAB18-1 Beauty
IAB18-2 Body Art
IAB18-3 Fashion
IAB18-4 Jewelry
IAB18-5 Clothing lingerie
IAB18-6 Accessories
IAB19 Technology & Computing
IAB19-1 3-D Graphics
IAB19-2 Animation
IAB19-3 Antivirus Software
IAB19-4 C/C++
IAB19-5 Cameras & Camcorders
IAB19-6 Cell Phones
IAB19-7 Computer Certification
IAB19-8 Computer Networking
IAB19-9 Computer Peripherals
IAB19-10 Computer Reviews
IAB19-11 Data Centers
IAB19-12 Databases
IAB19-13 Desktop Publishing
IAB19-14 Desktop Video
IAB19-15 Email
IAB19-16 Graphics Software
IAB19-17 Home Video/DVD
IAB19-18 Internet Technology
IAB19-19 Java
IAB19-20 JavaScript
IAB19-21 Mac Support
IAB19-22 MP3/MIDI
IAB19-23 Net Conferencing
IAB19-24 Net for Beginners
IAB19-25 Network Security
IAB19-26 Palmtops/PDAs
IAB19-27 PC Support
IAB19-28 Portable
IAB19-29 Entertainment
IAB19-30 Shareware/Freeware
IAB19-31 Unix
IAB19-32 Visual Basic
IAB19-33 Web Clip Art
IAB19-34 Web Design/HTML
IAB19-35 Web Search
IAB19-36 Windows
IAB20 Travel
IAB20-1 Adventure Travel
IAB20-2 Africa
IAB20-3 Air Travel
IAB20-4 Australia & New Zealand
IAB20-5 Bed & Breakfasts
IAB20-6 Budget Travel
IAB20-7 Business Travel
IAB20-8 By US Locale
IAB20-9 Camping
IAB20-10 Canada
IAB20-11 Caribbean
IAB20-12 Cruises
IAB20-13 Eastern Europe
IAB20-14 Europe
IAB20-15 France
IAB20-16 Greece
IAB20-17 Honeymoons/Getaways
IAB20-18 Hotels Including casino hotels where only the hotel is advertised
IAB20-19 Italy
IAB20-20 Japan
IAB20-21 Mexico & Central America
IAB20-22 National Parks
IAB20-23 South America
IAB20-24 Spas
IAB20-25 Theme Parks
IAB20-26 Traveling with Kids
IAB20-27 United Kingdom
IAB21 Real Estate
IAB21-1 Apartments
IAB21-2 Architects
IAB21-3 Buying/Selling Homes
IAB22 Shopping
IAB22-1 Contests & Freebies
IAB22-2 Couponing
IAB22-3 Comparison
IAB22-4 Engines
IAB23 Religion & Spirituality
IAB23-1 Alternative Religions
IAB23-2 Atheism/Agnosticism
IAB23-3 Buddhism
IAB23-4 Catholicism
IAB23-5 Christianity
IAB23-6 Hinduism
IAB23-7 Islam
IAB23-8 Judaism
IAB23-9 Latter-Day Saints
IAB23-10 Pagan/Wiccan
IAB24 Uncategorized social networking
IAB25 Non-Standard Content
IAB25-1 Unmoderated UGC
IAB25-2 Extreme Graphic/Explicit Violence
IAB25-3 Pornography
IAB25-4 Profane Content
IAB25-5 Hate Content
IAB25-6 Under Construction
IAB25-7 Incentivized
IAB26 Illegal Content
IAB26-1 Illegal Content
IAB26-2 Warez
IAB26-3 Spyware/Malware
IAB26-4 Copyright Infringement


IAB Attributes with Examples

The IAB taxonomy and standard are used for categorizing creatives. To assist you in better use of this taxonomy, MoPub has provided examples where applicable.

Value Description Examples (where applicable)
1 Audio Ad (Auto Play)
2 Audio Ad (User Initiated)
3 Expandable (Automatic)
4 Expandable (User Initiated – Click)
5 Expandable (User Initiated – Rollover)
6 In-Banner Video Ad (Auto Play)
7 In-Banner Video Ad (User Initiated)
8 Pop (e.g. Over, Under, or upon Exit)
9 Provocative or Suggestive Imagery
10 Shaky, Flashing, Flickering, Extreme Animation, Smileys
11 Surveys
12 Text Only
13 User Interactive (e.g. Embedded Games)
14 Windows Dialog or Alert Style (These ads are prohibited under our Ad Creative and Content Policy .) Example 1: The ad impersonates a prompt to open a new message or game from the system or app UI.
Example 2: The ad impersonates app UI with notification style symbols.Example 3: The ad impersonates the phone’s system notification style.
15 Has audio on/off button
16 Ad can be skipped (e.g. skip button on preroll video)
Updated: March 2017