Our advertising products have various classifications that we use to help categorize our products and make it easier to report on revenue.
Table of Contents
Hierarchy
Below is a diagram of our current advertising product classification hierarchy:
Product Class
Advertising Product Class is the highest level of product classification for our advertising products. The product classes can be defined by what the advertising product media format is and/or sometimes the “type” of DSP the advertisement will be running.
Our current product classes are…
Admix
Audio
Creative Services
Custom Program
Display
Email
External Integrations
Geofencing
Native
Owned and Operated
SEM
SEO
Shopping
Social
Testing
Video
Web Services
Widgets
New product classes should not be created without consulting with the Product team.
Product Line
Product line is the product classification within a particular product class. Product lines can be defined by the Digital Service Provider (DSP) that an advertisement will be run or where the ad will actually appear.
In the example diagram above, under the product class of Video, we have two product lines: Streaming TV and Programmatic. These two product lines are where the ad will eventually be seen: on a TV or via programmatically on a website.
Another example would be under the product class of Video, we have two product lines: Programmatic and YouTube. This is because the DSPs that run videos are different: Programmatic = The Trade Desk, YouTube = Google Ads.
Product Type
Product type is the product classification within a particular product line. Product types are within the same DSP, but can be different products within that DSP.
An example would be within the YouTube product line, YouTube offers various ad types, Bumper and TrueView.
Sometimes, there can be only one product type that is offered if the product line is very narrow. An example of a narrow product line would be Google Display Network (GDN). There is only one product line and one product type.
Product types are the highest level of products that can be added to a bundle. A bundle would be a combination of different product types.
Product Name
Product name is a customizable name of a product that is made up of either a singular product type or a bundle of product types. A product name can be unique to a partner who is selling the product.