Adriatic Guidelines Raters 1.13.2021

Adriatic Guidelines
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Updated: 1.13.2021
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Intro to Ads
What is an Ad?
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An ad (advertisement) is a commercial communication from a seller to a potential buyer about a product or service.
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Example of a Facebook Ad
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Example of an Instagram Ad Example of an Instagram Story Ad
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CONFIDENTIAL TO APPEN-DO NOT FORWARD Last Updated 1/13/2021
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Your Task
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Your task is to determine if a document (i.e.: an advertisement, webpage etc.) contains a product, service, or content and categorize
that to the best-fit sub-category in the taxonomy tree. This can be broken up into three simple steps:
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• Evaluate a variety of documents
• Determine the core purpose of each document
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• Categorize the core purpose to the best-fit sub-category in the taxonomy tree
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Definitions
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What is a Document?
The term “document” refers to a piece of content from one of the multiple sources we pull from. These sources include Facebook
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ads, internet webpages, Facebook Marketplace posting, and many more.
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Documents
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Documents will appear on the left side of your screen. Use all of the information provided within the documents you are shown to
aid in determining each correct category.
What is a Core Purpose?

Documents may reference multiple themes or ideas, also known as a purpose. Your goal is to highlight the core purpose, which is
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the central idea or theme intended to be most important to the user posting the content. Be sure to analyze all available
information for each document you are assigned in order to properly identify the core purpose.
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There are three types of core purposes:
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• Product
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• Service
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• Content
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What is the Difference Between Product, Service, and Content?
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Familiarize yourself with the following definitions to choose the most appropriate core purpose for each document.
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Product Service
A service is an intangible exchange of
labor, functionality or information that
Content
Content includes ideas, opinion and neutral
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information that is not
a person receives or experiences, and
promoting/representing a specific Product
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A specific, physical good that a person that can start or stop being provided
or Service as defined above. We also
can use and retain. Products are items (Example: an uber ride). We
include people profiles and all forms of
that can be bought/sold or may be consider businesses and organizations,
Definition media that have a strong digital
offered as a prize, free trial or as a software & apps, education, live
manifestation under the Content
sample. performances and events under the
purpose: Movies, music, video games &
Service branch, even if they require a
mobile app games, and all media (i.e.:
physical item (Example: ticket or CD) in
books, newspapers, magazines).
order to access.

Beauty treatments, legal consultation,
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meals served in a restaurant, live People profiles, personal posts, political
performances, educational services posts, books, instructional videos, recipes,
Apparel, Accessories (Example: a purse),
(schools, academies), utilities (Example: reviews and opinions, news & weather,
Shoes & Jewelry, Electronics, Furniture,
Examples electricity), media streaming platforms, sports updates, statistical and factual
Toys, Puzzles & Games
businesses and organizations, software information, thought pieces and essays,
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and mobile apps are all examples of crime reports.
services you may experience.
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The "Platforms & Applications" sub-
category includes software and mobile
app services that are unique to our
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The main exception to the above are for
digital world, including digital
media that have a strong digital
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communication services (Example:
presence. All forms of media, both
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email), social media platforms, and
physical and digital, should be Content contains all topics that are not
cloud storage platforms. In
Notes categorized to the Content purpose, not specifically included in the Product or
addition, We consider businesses,
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product. For example, an ad promoting a Services purposes
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software & applications, and live
physical book should still be categorized
performances under the Service
under the Content branch to the Books
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category. All of these examples provide
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& Literature sub-category.
a service function to people even if they
require a physical item in order to
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access the service.
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What is a Taxonomy?
A taxonomy is a ranked structure of terms that starts with the broadest categories and narrows down to the most specific sub-
categories.

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In this example, the taxonomy (above) begins with the core purpose - Products. From here, the rating narrows down to the most
specific, while still inclusive, sub-category - Dogs. The image to the right depicts this same example while stressing the idea of each
category belonging to hierarchical tree - As you move down the tree, sub-categories get more specific.
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How To Categorize A Document
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You will be presented with one document at a time and asked to select the most specific, but still inclusive, category for each
document. The document will be presented on the left side of your screen, along with any additional information about it (text,
profile, hashtags, etc.). On the right side of your screen, you will find the interactive section where you can complete your task and
submit your work.
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There are three steps to categorizing documents:
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• Evaluate the document and determine if there are any issues that prevent you from assigning it a category
• Determine the core purpose of the document
• Categorize the document to the most specific, but still inclusive, sub-category in the taxonomy
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Step 1 - Evaluate the Document
There are four types of issues you might come across when evaluating documents: Page Load Error, Missing Content, Wrong
Language, and Sensitive.
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The following table describes what each of these errors might look like, as well as what you should do if you come across them while
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categorizing.
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Issue Description Action Notes
The document fails to load any information -
Page Load your screen is blank and you do not see the Select "Page
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An example of this would be when the SRT widget fails to load
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Error SRT interface as shown in the "How to Won't Load"
Categorize a Document" section
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If you do not understand the content that is provided, perform a
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The document does not provide enough Select brief side search, if necessary, using a search engine to gain a
Missing
context for you to decide a category. For "Missing better understanding; however, not understanding the provided
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Context
example, a login page or a blacked-out screen. Context" content is not a scenario of Missing Context and the job can still
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be properly categorized.
Some or all of the document is in a language
that differs from the designated language of Select Choose "Wrong Language" when you are shown content in a
Wrong
the queue, preventing you from "Wrong language that differs from the designated language of the queue
Language
understanding its core purpose and correctly Language" you are categorizing in.
assigning a category.
The document contains or potentially Select Escalate to your manager immediately and report the Job ID if the
Sensitive
contains any of the following: "Sensitive" document contains:

- Child Exploitation and/or Child Nudity
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1. Child Exploitation and/or Child Nudity
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- Self Injury and Suicidal Content 2. Self-Injury/Suicidal
- Credible Threats, Violence or Calls to 3. A Time-Sensitive/Credible Threat
Violence
- Sexual Content and/or Nudity
- Hate Speech
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- Acts of Terrorism
- Human Trafficking
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- Bullying and Harassment
Note: If there are no errors with the document you are viewing, skip to step 2 where you will work on determining the core purpose of
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a document.
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Step 2 - Determine the core purpose
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Determining the core purpose is essential to accurate categorization. As a general practice, maintain a bias towards identifying the
core purpose as Product over Service, and Service over Content. The following flowchart provides a step-by-step guide to help you
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correctly determine the core purpose of a given document.
Note: This may not be comprehensive to cover all considerations in every document type.
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Step 3 - Categorize the document to the best fit sub-category in the taxonomy tree
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After determining and selecting the core purpose (i.e.: Product, Service, Content), additional sub-categories will appear in a drop-
in the taxonomy tree.
Tip! If the product image conflicts with the text, then bias towards the product image
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down menu in the interactive section on the right side of your screen. You should continue to categorize to the best-fit sub-category
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When to select Multiple Items
In cases when two or more sub-categories equally describe a document, or if the higher-level category is the best fit, choose
“Multiple Items”.
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For example, imagine a document that represents a pet product designed for both cats and dogs. In the diagram to the right, we see
that the document is being categorized down to the “Pet Animals” sub-category, where both “Cats” and “Dogs” apply. This results in
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the following categorization: Products > Animal and Pet Supplies > Animals > Pet Animals > Multiple Items
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When not to select Multiple Items
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Your task is to select the sub-category that best describes the document; however, if one sub-category is clearly more prominent, do
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not select Multiple Items. Instead, categorize the document based on this dominant sub-category.
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For example, if a document showcases an assortment of pet food but is specifically focused a promotion for dog food, the document
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would be categorized under “Dogs” and not “Multiple Items”
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Multiple Items Example Scenarios
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Scenario Correct Category
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Reasoning
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A document is offering a variety Products > Apparel, Shoes & Jewelry > There are multiple sub-categories of
of baby clothing; onesies, Apparel > Clothing & Clothing Accessories > clothing applicable for each item within
dresses and matching sets Baby & Toddler Clothing > Multiple Items the 'Baby & Toddler Clothing' sub-category
A document is selling a bedding Products > Home, Lawn & Garden > Linens & There are multiple equally dominant
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set consisting of a quilt, pillow Bedding > Bedding > Multiple Items products that fit within the 'Bedding' sub-
cases, and bed sheets categories.
A document features a Services > Education > Professional Schools 'Dance Academy' and 'Drama & Theater'
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performing art school offers & Certification > Art Schools > Multiple Items are both applicable sub-categories under
classes in both dance and 'Art Schools'
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theater
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None of the Above
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If you feel that none of the sub-categories are a good fit, choose “None of the above”.
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For example, imagine a document that represents a pet and animal product for a pet lobster. In the diagram to the right, we see that
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the document is being categorized down to the “Pet Animals” category; however, neither arachnids, cats, birds, or dogs represent a
pet lobster. This results in the following categorization:
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Products > Animal and Pet Supplies > Animals > Pet Animals > None of the Above.
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Note: If there are no applicable sub-categories even beyond the core purpose (Products, Services, or Content), simply select the core
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purpose and then 'None of the Above.‘

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None of the Above Example Scenarios
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Scenario Correct Category Reasoning
A group post features historical Content > Arts, Crafts & Culture > Arts > 'Historical Photography' is not an available
photography of small towns. Photography > None Of The Above sub-category of 'Photography'.
A document features a horse Services > Sports & Recreation > Horse There is no sub-category available for “horse-
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pulling business. Equestrian > None Of The Above pulling,” so categorize as far as you can.
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Ads Document Components
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Note: Not all ads may follow the same consistent format.
Facebook Ads
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Instagram Ads Instagram Story Ads
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• The Facebook page running the
advertisement
• The Instagram profile running the
advertisement
•
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The Instagram profile running the
advertisement
•
•
Text describing the ad and what is
offers
Media and other attachments
• Media and other attachments
(images, videos, etc.) that
promote the ad.
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• Media and other attachments
(images, videos, etc.) that
promote the ad.
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(images, videos, etc.) that • A call-to-action where readers are • A call-to-action where readers are
promote the ad. incentivized to follow-up on the incentivized to follow-up on the
ad ad
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• A call-to-action where readers are
incentivized to follow-up on the • Text describing the ad and what is
ad offers
Categorizing Ads
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The full ad should be reviewed and considered when applying labels including the sponsor, ad text, image/video, and call-to-action;
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labels should not be based on only one aspect of an ad document.
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Categorize the ad as Product, Service or Content
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When evaluating ads, look for clues that there is something being offered for sale. If there is an indication that the ad intends to sell,
advertise, or call people to action for the purpose of financial transaction, that ad is most likely advertising a product or a
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service. Otherwise, the ad should be categorized as Content.
•
•
•
•
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Clues to Indicate a Product or Service is for Sale
Prices for products or service

Mention of purchase methods
Contact information for appointments
Captions advertising a product or service

• Purchase / booking call-to-action
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What is a Call to Action (CTA)?
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Calls to Action tell the audience what to do next. Common calls to action are "Shop Now", "Learn More", "Download Now". The
following table specifies which call-to-action phrases are often categorized as a Product or Service, and which are often categorized
as Content:
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CTA Likely to be Categorized as Product or Service CTA Likely to be Categorized
as Content
Watch More, Download, Play
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Shop Now, Apply Now, Get Quote, Sign Up, Subscribe, Book Travel, Contact Us (Call Now,
Ads Examples
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Message Page, Instagram Message), Buy Tickets, Event RSVP, Save, Donate Now, Request
Time, See Menu, Get Directions
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Game, Install Now
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Products
#
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Document Categorize To: Reasoning
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1 Products > Party &
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The "Shop Now" call-to-action at the
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Celebration > Gift bottom of the ad is an indication that
Giving > Greeting & this ad is for either a Product or Service.
Note Cards The text on the bottom of the ad that
reads "Unique Cards," combined with
the image, both confirm that this ad is
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offering a form of greeting / note card.
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2
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Products > Sporting
Goods > Equestrian >
The call-to-action "Shop Now" reveals
that page running this ad, Redmond
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Horse Care > Horse Equine, is offering either a Product or a
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Vitamins & Service. A brief side search reveals that
Supplements Redmond Equine sells health
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supplements and vitamins for horses. In
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this ad, the digestive relief and
hydration products are offered.

Services
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# Document Categorize To: Reasoning
1 Services > Beauty & The page running the ad, Zen Passion Salon,
Spas > Hair Salons > combined with the images focused on hair
Multiple Items styles indicate that this ad is most likely for a
hair salon. Because hair salons offer
en multiple hair services, the appropriate

ending in the taxonomy is Multiple Items.
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2 Services > Sports &
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The phrase "Junior Golf" appears in the
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Recreation > Ball media attachment for this ad. A brief side
Sports & Games > search for the page name "IJGA Bishops
Golf > Golf Lessons Gate" reveals that this ad is offering services
for a golf academy which conducts golf
lessons.
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3 Services >
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Although the ad shows a product (Amazon
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Professional Services Echo), the purpose of the ad is to promote a
> Business Solutions service (Alexa Voice Search) for businesses
> Advertising as seen by the text "Get Your Business
Listed On Alexa Voice Search" at the bottom
of the ad.
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4 Services >
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The text in the description that mentions
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Professional Services "shops" and an "eCommerce platform,"
> Business Solutions combined with the call-to-action "Rent-A-
> Distribution Shelf with us" signal that this ad is
promoting a distribution service.
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5 Services > Auto &
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The text "A/C service" combined with the
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Vehicles > Auto call to action to "call and schedule your
Parts & Repair > Air appointment today" indicate that this ad is
Conditioning for a business that provides an air
conditioning service.
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Content
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#
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Document Categorize To:
Content > Games > Video
Games & Mobile App
Games > Game Genres > it Reasoning
A brief side search, combined with the
gameplay media from this ad confirm that
"Archero" is a top down shooter mobile
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down Shooter
game. As it is a mobile game, it should be
filed to Content.
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2 Content > Games > Video
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A brief side search reveals that "Pusoy" is a
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Games & Mobile App type of card game. Given the "Install Now"
Games > Game Genres > call-to-action, we can assume that this ad is
Casino Games > for a mobile game for playing Pusoy. The
Poker/Card > None Of The ending node should be categorized to
Above "None of the Above" as Pusoy is a type of
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card game that does not fit into the
Poker/Card subcategories.
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3 Content > Games > Video
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The attachment on this ad shows a pool
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Games & Mobile App table and pool balls. Combined with the
Games > Game Genres > "Download" call-to-action, we can assume
Sports > Casual Sports > that this ad is for a mobile game to play
Billiards pool. Because this is a mobile game, this ad
would be filed under Content.
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Content > Food & Drink > The text mentions how two chefs will
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Recipes & Techniques "discuss the ties between their passions and
make 'the best plant-based burger you've
ever had'". This text, along with the image
of a burger being cooked in the attachment,
leads us to believe that the core focus of the
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ad is the recipe discussion.
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6 Content > Music & Audio
> Music > Musical Tracks,
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For specific pieces of media, artists, or that
are promoting media from artists, use the
Albums & Video > Rock
Music > None Of The
Above
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first listed profession/genre as seen on
Wikipedia or on the knowledge panel (small
right-hand box) of the search engine results
page if no Wikipedia article is available. If
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none of the specific sub-genres are
mentioned, None Of The Above should be
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selected.
A side search for Rausch shows that this is a
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rock band.
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7 Content > Books &
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This ad is asking for follows (Content cue)
Literature > Newspapers > for a page belonging to the Economic Daily
Broadsheets
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which is a Chinese newspaper with a serious
focus based on a side search.
Ads promoting a media outlet would be filed
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based on the type of outlet that is being
promoted (e.g. a newspaper, magazine,
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radio station, etc.).
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8 Content > News & Politics
> Government & Affiliated
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This ad is from a newspaper printed in a
magazine style format. However, the ad is
Organizations > The
United States Government
> The White House
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promoting a specific article from the media
outlet, not the paper/ magazine itself, so
this should be filed based on the main topic
of the article that is the ad’s focus which is
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on White House actions that will occur in
2021.
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Ads promoting a specific piece of
media from an outlet would be filed based
on the focus/genre of that piece of media
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(IE a specific news article is filed based on
the focus of the article, a specific song from
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a radio station is filed based on the genre of
the song).
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Adriatic Guidelines

What is a Core Purpose?

Content includes ideas, opinion and neutral

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CONFIDENTIAL TO APPEN-DO NOT FORWARD Last Updated 1/13/2021

CONFIDENTIAL TO APPEN-DO NOT FORWARD Last Updated 1/13/2021

in the taxonomy tree.

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Prices for products or service

CONFIDENTIAL TO APPEN-DO NOT FORWARD Last Updated 1/13/2021

CONFIDENTIAL TO APPEN-DO NOT FORWARD Last Updated 1/13/2021

en multiple hair services, the appropriate

en Action > Shooter > Top-

A side search for Rausch shows that this is a

Ads promoting a media outlet would be filed

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