AdbeatCurationGuidelines

Updated7/21/2016

Curationcanbetricky.Theseguidelinesaredesignedtohelpyouunderstandhowwedlike
youtohandlecertainsituations.Ifyouhavequestionsabouttheseguidelines,pleaseaskin
theHipChatCurationroom.

Pleasekeepthisdocumenthandyandrefertoitasneeded.

GeneralNotes

Whatwedo
Adbeatisacompetitiveintelligencetoolforadvertising.Oneofthewaysourcustomersuse
Adbeatistofindnewcompetitorsintheirindustry.Forexample,abanklikeWellsFargomight
wanttoseealltheadvertiserswhoarebanks.Theyalsomightwanttoseealltheadvertisersin
theLendingindustrysincetheyalsohaveloanproducts.Forthemtobeabletodothis,we
needtobeabletoofferthemcategorizedlistsofadvertisers.Thatswhereyoucomein.

Howweuseyourcurationdecisions
Categoryslotsmatter.
Whenyouassignartandentertainment/moviesandtvtoanadvertisersCategory1slot,youre
saying:Thisisthemostimportantcategorythatdescribesthisadvertiser.

Categoryslotsaffecthowwedisplayresultstoourusers.
Ifourusersaysshowmealltheadvertisersinartandentertainment/moviesandtvwefirst
showthemalladvertiserswith.../moviesandtvinCategory1.Thenweshowthemthe
advertisersthathave../moviesandtvinCategory2,etc.

BasicGuidelines
Mostadvertiserscanbeadequatelycategorizedusing1or2categories
Forsomelargecompaniesthatdomanydifferentthingslikemicrosoft.comitmakes
sensetousemore.Example:Microsoft.com
/technologyandcomputing/software
/technologyandcomputing/computerhardware
/technologyandcomputing/consumerelectronics
 Alwaysconsidertheparentcategorywhenyouarecurating. Itshouldmakesense.
Iftheyparentcategorydoesntmakesense,thenthesubcategoryyouselectedis
probablywrong.
Whentherearenogoodsubcategorychoices,usetheparentcategory.Usingthe
parentcategoryisbetterthanusingabadorwrongsubcategory.Example:
Paypal.comthesitesayssendmoney,payonline.Butwedonothavea
moneytransfersubcategory.Sowhatdowedo?
/finance/bankWRONG(itisnotabank)
/finance/creditWRONG(itisnotacreditcard)
/financeCORRECT

Logos
Forlogosweprefernicecleanlogos.Theyshouldbeonwhiteortransparent
backgroundsifpossible.Andtheyshouldnotbefuzzyorlowresolution.
Ifyoucantfindareasonablelogo,youcanselectDefaultlogowhichissimplythe
firstnameoftheadvertiserinacircle.

Artandentertainment

Entertainmentnewsandgossip
Thisshouldbeusedforsitesthatfeaturefunorsoftnews.(e.g.notthingslikeforeign
affairs,politicalnews,ordomesticproblems,crimes,etc.)
Alsousedforsitesthatofferamixofsoftnewsandinterestingstories

Moviesandtv
Thisshouldbeusedforproductioncompanies,televisionchannels
Alsositesaboutaspecificmovieortvshow,andsitesthatprimarilystreammoviesand
tvshows.
Examples:Nbc.com,Netflix.com,Foodnetwork.com,Usanetwork.com

 Specialcases
Youtube.comshouldbe../internettechnology.Becauseitissiteandsocialnetwork
designedforuserstouploadtheirowncontent.
Roku.comshould../consumerelectronics.Becauseitisadevice.
Fandango.comshouldbe../eventtickets.Becausetheirprimarybusinessistosell
ticketstomovies.Theydohavealotofcontentrelatedtomovies(liketrailersand
previews).Forthatreasonputting../moviesandtvintoCategory2mightmakesense.
Dish.comshouldbe../telecom.Becausetheyareasatelliteprovider.

Automotiveandvehicles

Dealership,VehicleBrands
VehicleBrandsshouldbeeitherthemaincompanysiteorvariationofparentcompany
sitethatrepresentsthenationalbrand.
Examples:/automotiveandvehicles>vehiclebrands>toyota
Toyota.com
BuyAToyota.com
DealershipshouldbecategorizedasDealershipfirst,andasVehicleBrandsecond.For
example:
BeavertonToyota.com
Category1:/automotiveandvehicles>dealership
Category2:/automotiveandvehicles>vehiclebrands>toyota
ToyotaofGladstone.com
Category1:/automotiveandvehicles>dealership
Category2:/automotiveandvehicles>vehiclebrands>toyota

Businessandindustrial

BusinessNews
UsedwhenthesitesprimaryfocusisBusinessNews.
Forexample:forbes.comtheyhavealltypesofhardnews,buttheyfocusonbusiness
newsandfinancialnews.Sowecategorizethemas:
 Category1:/businessandindustrial/businessnews
Category2:/finance/financialnews

Businessoperations
Usedforcompaniesthathelpothersmanagebusinessprocesses.
Usedforconsultingcompanies.
Forexample:manageengine.comthisisanITconsultingcompanythatdoesmany
things.Soitmakessensetocategorizethemasbusinessoperationsfirst.Thencapture
2moreimportantthingstheyfocuson.
Category1:/businessandindustrial/businessoperations
Category2:/technologyandcomputing/internettechnology
Category3:/technologyandcomputing/software
ThiscategoryshouldNOTbeusedasacatchallcategory.
DontbetemptedtosayWellwesternunioncanhelppeoplegetpaymentsfortheir
business,soIthinktheyshouldbebusinessoperations.westernunionbelongs
underfinance

Pharmaceuticalindustry
Usedforcompaniesthatmanufacturepharmaceuticalsmedicinaldrugs.
Example:pfizer.com
ShouldNOTbeusedforthepharmaceuticalsiteitself.(e.g.donotuseforviagra.com.
Thatshouldbehealthandfitness/pharmaceutical)

Education

College
Shouldbeusedforuniversities,juniorcolleges,andothertypesofcollegesthatoffera
degree.

Finance

Bank
Shouldbeusedonlyfor
traditionalbanksthatofferbankaccounts.(e.g.checking
accounts,savingsaccounts,loans,creditcardsetc.)Example:wellsfargo.com
Shouldnotbeusedforpaymentprocessorsormoneytransferservices.(donotusefor
paypalorwesternunion)

Credit
Shouldbeusedforcreditcardsites.(e.g.americanexpress.com)

GeneralNotes
ManyFinanceadvertisersoffermultipleproductsandservicestotheircustomers.Sowhenit
comestoFinance,itoftenmakessensetousemultiplecategories.Someexamples:
Bankofamerica.com(Theirmainbusinessisbanking)
Category1:/finance/bank
Category2:/finance/credit
Category3:/finance/investing
Discovercard.com(Theirmainbusinessistheircreditcard)
Category1:/finance/credit
Category2:/finance/bank
Category3:/finance/lending

Foodanddrink

Food,Restaurants
Foodshouldbeusedforfoodadvertisers,notrestaurants.(e.g.mccormick.com)
Restaurantsshouldbeusedforrestaurants.(e.g.mcdonalds.com)


News

Localnews
Shouldbeusedforlocalnewsstations,localnewspapers,andlocalnewssites.

GeneralNotes
Herearesomeexamplesofhowwedlikeyoutocategorizevarioustypesofnews.

/news
Nytimes.com
Washingtonpost.com
(Newspapers,newschannels,etc.)
/artandentertainment/entertainmentnewsandgossip
Yourdailydish.com
People.com
(Viralsites,gossip,etc.Newsthatisdesignedtobesharedandmostly
entertainment.)
/finance/financialnews
Forbes.com
Moneynews.com
Specialcases:
ManycategorieshaveaNewsandinfosubcategorythatcanbeusedfor
generalsitesthatfitinthatcategory.
NewstelevisionchannelslikeCnn.comandFoxnews.comshouldbecategorized
Category1:/news
Category2:.../moviesandtv

Shopping

Retail
Wheneveraretailstore(includingonlinestore)sellsmultiplebrands,theyshouldbe
labeledasretail.
Examples:
Amazon.com
Walmart.com
Zappos.com
Bestbuy.com
Sitesthatsellmultiplebrands,butspecializeincertaintypesproducts,canuseasecond
category.Examples:
Zappos.com
Category1:/shopping/retail
Category2:/styleandfashion/footwear
Bestbuy.com
Category1:/shopping/retail
Category2:/technologyandcomputing/consumerelectronics
Homedepot.com
Category1:/shopping/retail
Category2:/homeandgarden
Sitesthatarentretailstoresbutthefunctionoftheirsiteisforselling,canbe
categorizedwithretailincategory2position.Examples:
Harrys.com
Category1:/styleandfashion/skincare
Category2:/shopping/retail
Audible.com
Category1:/artandentertainment/booksandliterature
Category2:/shopping/retail

Technologyandcomputing

Internettechnology
Usedforsearchengines,socialnetworksasaprimarycategory.
 Usesasa2nd(or3rd)categorywhenappropriate.Usuallyforthingslikeadvertising
networks.
Examples:
Outbrain.com
Category1:/businessandindustrial/advertisingandmarketing
Category2:/technologyandcomputing/internettechnology
Google.com
Category1:/businessandindustrial/advertisingandmarketing
Youtube.com
Category1:/businessandindustrial/advertisingandmarketing
Category2:/artandentertainment

Telecom
Telecomdescribescompanieswithacommunicationsfocus.Thisincludesphone
companies,andcable&satelliteproviders.
CablecompanieslikeXfinity,Comcast,andDirecTV
Thesecompaniesletyouwatchmovies,thatisnottheirmainfocus.Theirmain
focusistosellyousubscriptionstoawiredorwirelessservice.
Thesetypesofcompaniesarenotconsumerelectroniccompanieseither.Even
thoughtheysell,rent,orgiveyouequipmentlikeaphone,cablebox,orsatellite
dishtheyarenotaconsumerelectroniccompany.(Aconsumerelectronic
companywouldbesomethinglikeSamsung.)
TelecomExamples:
Verizon.com
Comcast.com
Xfinity.com