Selecting ads for a video within a messaging system

A device comprising:

• a processor;
• and
• a memory storing instructions that, when executed by the processor, cause the processor to:
• receive a request for an ad to insert into a video playing on a client device, the request including a first content identifier that identifies a first type of content included in the video;
• determine a set of content identifiers associated with the first content identifier, the set of content identifiers identifying second types of content to filter with respect to providing the ad in response to the request;
• select an ad from among plural ads, by filtering ads tagged with a second content identifier included in the set of content identifiers;
• and
• provide the selected ad as a response to the request.

A non-transitory computer-readable storage medium, the computer-readable storage medium including instructions that when executed by a computer, cause the computer to:

• receive a request for an ad to insert into a video playing on a client device, the request including a first content identifier that identifies a first type of content included in the video;
• determine a set of content identifiers associated with the first content identifier, the set of content identifiers identifying second types of content to filter with respect to providing the ad in response to the request;
• select an ad from among plural ads, by filtering ads tagged with a second content identifier included in the set of content identifiers;
• and
• provide the selected ad as a response to the request.