Advertiser vertical and sub-vertical breakdown
This article provides:
- A breakdown of the advertiser verticals and sub-verticals that Rokt currently supports
- Example clients in each category
As a prospective or existing partner with Rokt, it's important to understand the scope of advertisers that run across the Rokt network. This helps you make decisions on which verticals are suitable to run across Rokt placements on your site, and which ones may need to be blocked.
The following list serves as a reference point. To configure the marketplace controls for your account, refer to Brand Vertical Block Rules.
| Vertical | Sub-vertical | Description | Examples (US) |
|---|---|---|---|
| Automotive | Automotive | Car sales and potential sweepstakes | Mercedes, Toyota, Lexus |
| Automotive - Other | |||
| Finance | Credit Cards | Credit card applications and approvals | American Express, Wells Fargo, Apple Card |
| Finance - Other | Credit score aggregators, financial software, etc. | Scoresense, Credit Karma, Self Lender, TurboTax | |
| Real Estate | Real estate software or general offers | Credit Financial | |
| Retirement and Investment | Insurance, investment, or retirement offers | Twine, Prudential | |
| Food and Beverage | CPG | Consumer packaged goods, e.g., bottled water, brand name snacks | Hint |
| Food and Beverage Subscriptions | Subscription-foodservice business model where a company sends customers pre-portioned meals | Blue Apron, HelloFresh, Home Chef, Flaviar | |
| Food Delivery | Online food delivery companies where a user does not have to subscribe | GrubHub, Delivery.com, Domino's, Bite Squad | |
| Wine and Beer Subscriptions | Subscription services focused on delivering pre-portioned alcoholic beverages to consumers | NakedWines, Blue Apron, Drizly, Winc | |
| Insurance | Health Insurance | Healthcare insurance offers | Health Network |
| Insurance - Other | Property and casualty insurance companies offering policies on anything outside of health | Root Auto Insurance, Lemonade | |
| Life and Income | |||
| Jobs and Education | College or University | ||
| Online Education | E-learning platforms not attached to a college or university | Babbel | |
| Jobs & Recruitment | |||
| Jobs & Education - Other | |||
| Loyalty and Samples | Comparison | ||
| Loyalty and Rebate | Online shopping assistance services focused on providing cashback or deal saving incentives | Capital One Shopping, Paribus, Prodege, Rakuten, Honey | |
| Loyalty and Samples Subscriptions | Online shopping assistance services where a user subscribes to a deal savings or cashback service | FreeShipping.com, ShopSmarter | |
| Market Research | |||
| Sample | Online sample sales | PinchMe | |
| Media and Entertainment | Classifieds | ||
| Gaming & Fantasy Sports | Online brands specializing in sports gambling or leisure gambling activities | Fantasy Sports (DraftKings, FanDuel) | |
| Media and Entertainment - Other | General M&E companies not classified as subscription services | Curiosity Stream, Penguin Random House, TheSkimm | |
| Media and Entertainment Subscriptions | M&E companies where a user must subscribe to an offer | Apple Music, Apple News, Hulu, Disney+, ESPN+, The Economist | |
| Music, Movies and Photography | Similar to M&E subscriptions, but focusing on music, movies, and photography | SiriusXM, Pandora, Apple TV+ | |
| Sweepstakes | Sweepstake deals outside of travel and entertainment purposes, such as home giveaways | Publishers Clearing House, Sweepstakes Alert | |
| Retail | Alcohol & Wine Sellers | Retailers and/or delivery services specializing in alcohol and wine products | Minibar |
| Apparel & Department Stores | Major anchor retailers specializing in clothing and apparel products (often in malls) | JCPenney, Macy's | |
| Beauty and Personal Care | Retailers and individual brands specializing in beauty (e.g., cosmetics, fragrances) and grooming products | Candid, Dollar Shave Club, FragranceNet, Harry's, Quip | |
| Deals and Group Buying | Retailers specializing in products and experiences that are discounted or offered at a special price; may require a membership to gain access | Groupon, BJ's Wholesale | |
| Electronics | Retailers and individual brands specializing in computer, technology, and general electronics products | HP, Newegg | |
| Fashion | Retailers and individual brands specializing in general apparel and clothing | MVMT, Reebok, Uniqlo | |
| Gifts | Retailers and individual brands specializing in special occasion and/or seasonal products | FTD, Teleflora | |
| Grocery | Supermarket and local food retailers | Sobeys | |
| Homeware & Furniture | Retailers and individual brands specializing in home decoration or decor products | Wayfair, Overstock | |
| Marketplace | General retailers or resellers rotationally offering products across many categories (apparel, beauty, electronics); potentially allows individual customers to list items for sale | eBay, Tophatter | |
| Sporting Goods | Retailers and individual brands specializing in sports-related products | Fanatics | |
| Retail - Other | Miscellaneous retailers and individual brands with a product focus that does not fit into the other subverticals (e.g., pets, sheet music) | BarkBox, Petco, Musicnotes | |
| Services | Charities | Charitable organiziations, in acceptance of donations to help world causes | UNICEF |
| Local | Connects users to local businesses, individuals, or options for the purpose of providing a service | Clear, Wag | |
| Leisure | General service providers connecting users to outdoor or general lifestyle activities | ||
| Services - Other | General service providers with focuses that do not fit into the other subverticals | ||
| Software and Digital | Businesses with the purpose of creating or providing software and digital solutions | ||
| Utilities | Local utility service companies (e.g., electric, gas) | ||
| Sports and Fitness | Fitness | Retailers and individual brands specializing in physical fitness, dieting, and healthy lifestyle activities | Beachbody, Gaia |
| Sports | Sporting leagues and associations | NBA | |
| Ticketing | Events | General retailers or resellers of live events (e.g., concerts, shows, sporting events) | Ticketmaster, StubHub |
| Movies | Movie theater companies or ticket selling services | Fandango, MovieTickets | |
| Travel | Accommodation | Hotels or restaurants, as well as online vendors outside of OTAs (such as TripHop) | Hard Rock Cafe, TripHop |
| Airlines | Airline brands | Spirit Airlines, Southwest Airlines | |
| Car Rental and Sharing | Car-sharing apps which mainly focus on app downloads, or car rental sites which allow users to directly book rental cars | Avis, Budget, Hertz, Juno, Via | |
| Cruises | Cruise line brands which advertise the sale of vacation deals | Carnival, Grand Carribbean Cruise | |
| OTAs | Online Travel Agencies; to be categorized, the brand must offer at least two or more LOBs, e.g., hotels, flights, or packages. | Booking.com, Expedia, Hotwire, Priceline, Orbitz | |
| Timeshare | Timeshare brands which focus mainly on sweepstake vacation offers and timeshare tours | Hilton Resorts, Sundance Vacations, Dream Trips, Marriott Vacation Club | |
| Travel - Other | |||
| Telecoms & Internet | Telecoms | Brands, services, and retailers for cell phones and other telephone-related connectivity services | Visible |
| Internet | Brands, services, and retailers for Internet-related connectivity services | ||
| Sensitive | Alcohol Producer | Companies direcly manufacturing alcohol products | InBev |
| Alternative & Holistic Health Service | Medical-related or adjacent services, not related to traditional Pharmaceutical Manufacturers, Pharmacy & Drug Stores, or Medical Cannabis & Other Drugs | Tweed, Tokyo Smoke | |
| Cigarettes | Manufacturers or brands of tobacco-related products | ||
| Dating | Brands which facilitate dating activities among their user base, whether digitally or physically | ||
| Gambling | Sportsbook brands or casino brands that allow users to place legal bets in their given locale | Sportsbook (DraftKings, FanDuel) | |
| Government | Brands in direct connection to or adjacent to a country's government body | ||
| Health & Medical - Other | Brands that reference medical and/or human-related scientific data, with a product focus that does not fit into the other subverticals | Ancestry, 23andMe, SingleCare | |
| Medical Cannabis & Other Drugs | Legal Medical Cannabis related products, brands, and services; may be limited to specific legal locales | ||
| Medical Services | General traditional medical services that support human health | ||
| Pharmaceutical Manufacturer | Companies direcly manufacturing traditional pharmaceutical products and drugs | Pfizer, GoodRX, Allergan | |
| Pharmacy & Drug Stores | General retailers of pharmacy and drugs | ||
| Political | Brands in direct support of political parties, efforts, or individuals |