> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/audience-and-activation/target-contextually/target-content-based-on-semantic-criteria.md).

# Target content based on semantic criteria

Build a targeting list from entities, IAB categories, raw keywords, URLs and channels.

## Your goal

Build a list of URLs to target from criteria you can name - a topic, a set of brands, a category of content - and keep unsuitable content out of it.

## Expected outcome

A saved semantic targeting list, with inclusion and exclusion criteria, optionally usable as an audience segment criterion, and activated on your ad platform.

## When this is useful

You know the context you want: all content related to a particular sport, everything mentioning a set of brands, a whole IAB category. If you know the *audience* but not the context, use [Target content based on a panel](/audience-and-activation/target-contextually/target-content-based-on-a-panel.md) instead.

## Prerequisites

* The contextual module enabled on your organisation.
* URLs and hits being captured, the schema updated, and the **Contextual Targeting Extractor** event rule in place on the relevant channels - with **Tag event with semantic extract** ticked if you also want segment criteria. See [General setup](/audience-and-activation/target-contextually/contextual-reference/contextual-activation.md#general-setup-mandatory).
* For activation: the [activation setup](/audience-and-activation/target-contextually/contextual-reference/contextual-activation.md#activation-setup-optional) completed.

## Concepts you need first

| Concept                                | Where it is defined                                                                                                                                       |
| -------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Entities, IAB categories, raw keywords | [What is extracted from a page](/audience-and-activation/target-contextually/contextual-reference/semantic-targeting.md#what-is-extracted-from-a-page)    |
| Entities versus raw keywords           | [Entities versus raw keywords](/audience-and-activation/target-contextually/contextual-reference/semantic-targeting.md#entities-versus-raw-keywords)      |
| Criteria a list accepts                | [Criteria a semantic list accepts](/audience-and-activation/target-contextually/contextual-reference/targeting-lists.md#criteria-a-semantic-list-accepts) |

## Steps

The steps below demonstrate entity targeting; the same steps apply to IAB categories, raw keywords, channels and URLs.

{% stepper %}
{% step %}

### Create the list

Go to **Targeting lists** and click **New Targeting list**.
{% endstep %}

{% step %}

### Add your first criterion

Click **Target Entities** and search for the first named entity you want. All matching entities are displayed, ordered by 30-day page views.

{% hint style="info" %}
Pick the entity, not the word. Selecting *"Orange (fruit)"* targets recipes; targeting the raw keyword "Orange" targets the company, the colour and the city as well. See [Entities versus raw keywords](/audience-and-activation/target-contextually/contextual-reference/semantic-targeting.md#entities-versus-raw-keywords).
{% endhint %}
{% endstep %}

{% step %}

### Build out the selection

Once an entity is selected, relevant related entities are suggested, which you can add or exclude. Inclusion and exclusion criteria accumulate on the left of the screen, while the corresponding metrics and insights are displayed on the right.

Remember the asymmetry: raw keywords can be included but **not** excluded, and channels can be excluded but **not** included.
{% endstep %}

{% step %}

### Add your exclusions

For one-off brand-safety exclusions, add the entity or category directly here. For exclusions you will reuse across campaigns, build a separate list as a blacklist instead. See [Blacklist management](/audience-and-activation/target-contextually/contextual-reference/targeting-lists.md#blacklist-management).
{% endstep %}

{% step %}

### Save

Click **Save** and provide:

1. **Name**
2. **Description** (optional)
3. **Use for Audience segments** - activate this if you want to build audience segments from this targeting list.

{% hint style="warning" %}
Tick **Use for Audience segments** now if there is any chance you will need it. The option is not retroactive: events ingested before it was enabled carry no targeting list ID and cannot be targeted through that criterion.
{% endhint %}
{% endstep %}

{% step %}

### Activate it

Add a feed on the targeting list and fill in the platform's mandatory information. See [Activating a list](/audience-and-activation/target-contextually/contextual-reference/contextual-activation.md#activating-a-list).
{% endstep %}
{% endstepper %}

## Verification

* The list appears in the **Targeting lists** menu with the type `Semantic` and a plausible **# URLs** count.
* If you enabled it, **Use for Audience segments** shows as available - allow around 15 minutes before the list appears in the segment builder's search.
* On the ad platform, the key `ct_semantic_mics` exists, with the targeting list ID as its value.

## Troubleshooting

<table data-search="false"><thead><tr><th width="300">Symptom</th><th>Likely cause</th></tr></thead><tbody><tr><td>An expected URL is not in the list</td><td>Only URLs with a minimum number of page views are targetable. Ask your Account manager about the minimum for your organisation.</td></tr><tr><td>Raw keywords cannot be added as an exclusion</td><td>Expected. Use entities or categories for exclusion criteria.</td></tr><tr><td>A keyword matches nothing you expected</td><td>Matching is accent-sensitive and whole-word. Check the rules table in <a href="/audience-and-activation/target-contextually/contextual-reference/semantic-targeting.md#what-matches-what">What matches what</a>.</td></tr><tr><td>The list does not appear when building a segment</td><td><strong>Use for Audience segments</strong> is not enabled, or the 15-minute refresh has not elapsed.</td></tr></tbody></table>

## Related pages

<table data-view="cards" data-search="false"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th></tr></thead><tbody><tr><td><strong>Semantic targeting</strong></td><td>What the engine extracts, and the raw keyword rules.</td><td><a href="/audience-and-activation/target-contextually/contextual-reference/semantic-targeting.md">Semantic targeting</a></td></tr><tr><td><strong>Use contextual targeting in segments</strong></td><td>Turning this list into audience criteria.</td><td><a href="/audience-and-activation/target-contextually/use-contextual-targeting-in-segments.md">Use contextual targeting in segments</a></td></tr></tbody></table>


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation by asking a question.

Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters:

```
GET https://docs.mediarithmics.io/audience-and-activation/target-contextually/target-content-based-on-semantic-criteria.md?ask=<question>&goal=<user_goal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case.

The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.