The document discusses improving content categorization accuracy using taxonomies. It describes the goal of the IAB taxonomy working group to create an enhanced taxonomy that enables more accurate and consistent content description to facilitate relevant advertising. The document compares the Sprig and IAB taxonomy structures and notes they are designed for advertising rather than classifying news content. It proposes using IPTC-IAB taxonomy mapping and deep learning as a solution to better classify news while acknowledging limitations of existing IAB categories.

1. Taxonomy: Deep Dive
Presented by :Chinmay Panda
Date :25-03-2019
Product Innovation Session 3

2. Problem statement
Improve IAB 2.0 categorisation accuracy

3. Taxonomy Structures
Sprig; A complete list of content categories returned for the ‘classifyText’ method are shown below.
The Natural Language API filters the categories returned by the ‘classifyText’ method to include only the most relevant
categories for a request.
IAB- “The working group was conscious that the taxonomy should be leveraged by publishers and advertisers to describe
the topical “aboutness” of content with the primary purpose of facilitating relevant, brand safe, and effective advertising. “
The goal for the group was to create an enhanced and more powerful taxonomy, enabling content creators to
more accurately and consistently describe content, facilitating more relevant advertising and providing a higher quality
and more granular foundation for data analysis.

4. Taxonomy Structures
Sprig:
“A complete list of content categories returned for the ‘classifyText’ method are shown below.
The Natural Language API filters the categories returned by the ‘classifyText’ method to include only the most relevant
categories for a request.”
IAB:
“The working group was conscious that the taxonomy should be leveraged by publishers and advertisers to describe
the topical “aboutness” of content with the primary purpose of facilitating relevant, brand safe, and effective advertising. “
The goal for the group was to create an enhanced and more powerful taxonomy, enabling content creators to
more accurately and consistently describe content, facilitating more relevant advertising and providing a higher quality
and more granular foundation for data analysis.

5. So Lets Understand Content

7. How to classify News?

8. IPTC
MediaTopics
“The IPTC is the global standards body of the news media. We provide the technical
foundation for the news ecosystem.”

9. IPTC Standards

10. Comparison

11. The answer lies in what they miss

12. Summary

13. The crux of the matter is
❏ Taxonomy Structures are designed to classify content, not
news/information
❏ Publisher in advertising means content publisher, not news
publisher
❏ IAB & Sprig both are designed to cater to advertising, not news
webpage
❏ It also explains why contextual keyword types have always
struggled in News domains

14. Solution

15. Solution
IPTC
MediaTopics
IPTC - IAB
Mapping
(Custom)
URL IABPublisher Advertiser
Contextual product

16. Some Expert Advice
https://medium.com/kontikilabs/comparing-machine-
learning-ml-services-from-various-cloud-ml-service-
providers-63c8a2626cb6
https://www.hasaltaiar.com.au/microsoft-cognitive-service-
for-text-analysis-vs-google-natural-language-service/

17. However...

18. Everyone knows the limitations of IAB categories,
So let’s keep that aside and try to achieve
the maximum accuracy level with the current structure.
The more important question is

19. Solution

20. Deep Learning
Solution
(To be presented in P.I.S-4)

21. Let’s Discuss Data
https://docs.google.com/spreadsheets/d/1yh8TJpqfdJMnbuYwJmsKqpCMHH9VXGEWttAyEM
MbZHU/edit?usp=sharing