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Media Channel Taxonomy

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背景

• プラットフォーム間でチャンネル名称が不一致
• クロスチャネルのキャンペーンデータ集約が困難
• チャンネル/フォーマット/購入モデルの混同
• 自動化されたメディアプランニングでの摩擦

1. Media Channels - バイヤーが予算を配分する単位（計画上の抽象化）
2. Property Types - 所有が検証可能なアドレス指定インベントリ面
3. チャンネル・プロパティタイプ・フォーマットの明確な区別

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設計思想

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主要原則

1. プランニング指向: エージェンシーのプラン構成に沿う
2. 軽量タグ: 正確な分類を強制するのではなく意図を表明するためのもの
3. マルチチャネル対応: 1 つのプロパティが複数チャンネルにまたがる場合がある（例: YouTube = olv, social, ctv）
4. パブリッシャー宣言: 在庫が対応するチャンネルをパブリッシャーが示します
5. エージェント調整: 営業エージェントがバイヤー意図とパブリッシャー主張を突き合わせる

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チャンネル vs 技術的な基盤

• バイヤーはその粒度で計画しません
• 多くのデジタル在庫が両方に該当してしまいます
• 同じプレースメントを異なる方法で購入できます

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用語

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定義

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Media Channel

• 技術基盤（web vs app）
• 広告の見た目（それは フォーマット）
• 配信技術の詳細

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Property Type

• 所有権が検証できる（例: adagents.json）
• プログラマティックに配信できます
• ドメインやアプリ ID、デバイス ID などの識別子が存在します

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Format Category

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チャンネルとプロパティタイプの理解

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重要性

1. 小売サイト上のスポンサード商品
2. 小売アプリ内のディスプレイ広告
3. 小売データを使ったオフサイト広告
4. 店舗内デジタルサイネージ

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マルチチャネルなプロパティ

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使い分け

• 予算配分カテゴリでプロダクトを絞るとき
• メディアミックスをレポートするとき
• プロダクト探索でバイヤー意図を表すとき

• adagents.json で在庫所有を検証するとき
• 配信の技術的判断を行うとき
• プラットフォーム固有のターゲティングを行うとき

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Media Channels

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Channel Enum

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Channel Definitions

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display

• Display banners on websites
• Display ads in mobile apps
• Native content units
• Rich media ads
• Interstitials (non-video)

• Video ads (use olv or ctv)
• Social platform ads (use social)
• Search results (use search)
• Retail media placements (use retail_media)

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olv

• Pre-roll, mid-roll, post-roll on websites
• In-app video ads
• Outstream/in-feed video
• YouTube video ads (when not on TV screens)
• Video on news sites, sports sites, etc.

• CTV/streaming on TV screens (use ctv)
• Social platform video (use social)
• Linear TV (use linear_tv)
• Retail media video (use retail_media)

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social

• Meta platforms (Facebook, Instagram, Threads)
• X (Twitter)
• TikTok
• LinkedIn
• Snapchat
• Pinterest
• Reddit
• YouTube (when bought through social-style targeting)

• Influencer content on social platforms (use influencer)
• Video ads bought for reach, not social engagement (consider olv)

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search

• Google Search ads
• Microsoft Bing ads
• DuckDuckGo ads
• App store search ads
• Shopping/product listing ads in search context

• Display ads on search engine properties (use display)
• Retail media search (use retail_media)

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ctv

• Streaming service apps (Netflix, Hulu, Max, etc.)
• Virtual MVPDs (YouTube TV, Sling, etc.)
• Free ad-supported streaming TV (FAST)
• Smart TV native apps
• Gaming console streaming apps

• Linear broadcast/cable (use linear_tv)
• Video on phones/tablets/desktops (use olv)
• YouTube on mobile (use olv or social)

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linear_tv

• National broadcast networks (ABC, CBS, NBC, Fox)
• Cable networks (ESPN, CNN, HGTV)
• Local broadcast stations
• Addressable linear TV

• Streaming on TV screens (use ctv)
• TV Everywhere apps on mobile (use olv)

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radio

• Terrestrial radio stations
• Satellite radio (SiriusXM terrestrial simulcast)
• HD Radio

• Streaming audio services (use streaming_audio)
• Podcasts (use podcast)

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streaming_audio

• Music streaming (Spotify, Apple Music, Amazon Music, Pandora)
• Audio content platforms
• Digital radio streams (iHeartRadio digital, TuneIn)

• Podcasts (use podcast)
• Terrestrial radio simulcast (use radio)

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podcast

• Host-read sponsorships
• Dynamically inserted audio ads
• Podcast network advertising

• Music streaming (use streaming_audio)
• Video podcasts on YouTube (use olv or social)

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dooh

• Digital billboards
• Transit screens (subway, bus shelters, airports)
• Retail/mall digital displays
• Gas station screens
• Elevator screens
• Stadium/venue digital signage

• Static billboards (use ooh)
• Cinema screens (use cinema)

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ooh

• Static billboards
• Transit posters
• Street furniture
• Wallscapes
• Wild postings

• Digital screens (use dooh)

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print

• Newspaper display ads
• Magazine display ads
• Newspaper/magazine inserts
• Trade publication advertising

• Digital versions of publications (use display)
• Direct mail

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cinema

• Pre-show advertising
• On-screen trailers and ads
• Lobby displays
• Concession advertising

• Streaming movie services (use ctv)

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email

• Sponsored email newsletters
• Email display advertising
• Dedicated email sends

• Transactional email
• CRM/owned email marketing

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gaming

• In-game display ads
• Rewarded video ads
• Playable ads
• Advergames
• Esports sponsorships
• Gaming influencer integrations

• Ads in non-gaming apps (use display or olv)
• Gaming content on streaming platforms (use ctv or olv)

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retail_media

• Retail media networks (Amazon Ads, Walmart Connect, Target Roundel)
• Grocery and delivery platforms (Instacart, DoorDash, Uber)
• Travel marketplaces (Expedia, Booking.com, Kayak)
• Financial services marketplaces
• Sponsored product listings
• On-site display and video on commerce platforms
• Off-site ads using retailer first-party data

• General display ads (use display)
• Social commerce (use social)
• Search ads on non-commerce platforms (use search)

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influencer

• Sponsored content creation
• Brand ambassador programs
• Affiliate creator partnerships
• User-generated content campaigns

• Ads placed on creator content by platforms (use social)
• Podcast host reads (use podcast)

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affiliate

• Affiliate networks (CJ, Rakuten, Impact, Awin, ShareASale)
• Comparison shopping engines (NerdWallet, Bankrate, The Points Guy)
• Review and recommendation sites
• Coupon and deal sites (RetailMeNot, Honey)
• Content commerce (editorial with affiliate links)
• Lead generation sites
• Cashback and loyalty programs

• Standard display ads on affiliate sites (use display)
• Influencer partnerships (use influencer)
• Retail media sponsored products (use retail_media)

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product_placement

• Traditional product placement (film, TV)
• Virtual product placement
• Branded entertainment
• Event sponsorships
• Naming rights
• Branded content series

• Influencer partnerships (use influencer)
• Standard ad placements at sponsored events (use appropriate channel)

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Property Types

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Property Type Enum

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Channels Without Property Types

• linear_tv - Broadcast/cable inventory is managed through different authorization mechanisms
• ooh - Physical inventory lacks digital identifiers
• print - Physical publication inventory
• cinema - Theater inventory management systems
• email - Email list ownership differs from property authorization
• influencer - Creator relationships rather than property ownership
• affiliate - Performance-based partnerships, placements appear on partner websites
• product_placement - Content/event relationships rather than properties
• retail_media - Platform-managed inventory within retail ecosystems
• search - Platform-managed inventory
• social - Platform-managed inventory

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Relationship Between Concepts

┌─────────────────────────────────────────────────────────────────┐
│                        MEDIA CHANNEL                            │
│         How buyers allocate budget (planning abstraction)       │
│                                                                 │
│   display, olv, social, search, ctv, linear_tv, podcast,       │
│   streaming_audio, radio, dooh, ooh, print, cinema, email,     │
│   gaming, retail_media, influencer, affiliate, product_placement│
└─────────────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────────────┐
│                      PROPERTY TYPE                              │
│   Addressable inventory with verifiable ownership (technical)   │
│                                                                 │
│   website, mobile_app, ctv_app, desktop_app, dooh,             │
│   podcast, radio, streaming_audio                               │
└─────────────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────────────┐
│                      FORMAT CATEGORY                            │
│         How the ad renders (orthogonal to channel)              │
│                                                                 │
│     audio, video, display, native, rich_media, text            │
└─────────────────────────────────────────────────────────────────┘

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Implementation

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JSON Schema

/schemas/v1/enums/channels.json

{
  "$schema": "http://json-schema.org/draft-07/schema#",
  "$id": "/schemas/enums/channels.json",
  "title": "Media Channel",
  "description": "Standardized advertising media channels describing how buyers allocate budget",
  "type": "string",
  "enum": [
    "display",
    "olv",
    "social",
    "search",
    "ctv",
    "linear_tv",
    "radio",
    "streaming_audio",
    "podcast",
    "dooh",
    "ooh",
    "print",
    "cinema",
    "email",
    "gaming",
    "retail_media",
    "influencer",
    "affiliate",
    "product_placement"
  ]
}

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Usage in Product Discovery

{
  "filters": {
    "channels": ["ctv", "olv", "streaming_audio"]
  }
}

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Usage in Property Definitions

{
  "properties": [
    {
      "property_id": "youtube_app",
      "property_type": "ctv_app",
      "name": "YouTube CTV",
      "supported_channels": ["ctv", "olv", "social"],
      "identifiers": [
        {"type": "roku_store_id", "value": "12345"}
      ]
    }
  ]
}

​

Extensibility

{
  "channel": "display",
  "ext": {
    "sub_channel": "native_content"
  }
}

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Versioning

• MAJOR: Removing channels, changing channel semantics
• MINOR: Adding new channels (append-only)
• PATCH: Clarifying descriptions, fixing typos

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Migration from Legacy Channel Values

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Migration Guidance

1. Identify the planning context: Determine HOW the buyer allocates budget, not where ads technically render.
2. Split video by environment: If video was a single category, split into olv (desktop/mobile) and ctv (TV screens).
3. Remove substrate channels: If you had web or mobile_app as channels, map to planning-oriented channels (display, olv) based on buying context.
4. Update filters: When filtering products, use the new channel values.

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Edge Cases and Ambiguities

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YouTube Classification

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Retail Media Complexity

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Gaming vs Display/OLV

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Influencer vs Social

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Future Considerations

• messaging - WhatsApp Business, Telegram ads
• xr - VR/AR advertising
• ai_agents - AI assistant and chatbot advertising

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References

• IAB Tech Lab Taxonomies - Content, Audience, Ad Product
• OpenRTB/AdCOM - Placement types and media objects
• Planmatic Media Plan Schema - Media planning data structures
• RFC 2119 - Requirement level keywords

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Changelog

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1.0.0-draft (2026-01-23)

• Initial draft specification
• 19 channels defined (planning-oriented approach)
• 8 property types defined
• Clear distinction between channel (planning abstraction), property_type (technical surface), and format
• Multi-channel support for properties
• Migration guide from legacy values