Key-Value Pairs

What are Key-Value Pairs? 

Key-values let you define your own targeting criteria* based on first-party data specific to your subscribers or newsletters (*direct sold only.) 

Similar to display advertising, you can use key-value pairs to dynamically pass custom information to your LiveTags that can then be used for targeting. 

Example Key-Values: Registration information collected from your users on their most recent search topic on your site. 

How to Use Key-Value Pairs 

You can use key-values with LiveIntent in three ways:

  1. Trafficking
  2. Inventory
  3. Reporting


If you are running a direct sold or house strategy, you can take advantage of key-value targeting. You can target multiple keys and multiple values for each key. 

 Please Keep in Mind:

  • Key and value names can only include letters, numbers, hyphens, and underscores
  • Key and value names are treated as strings and are not case sensitive
  • Each key name can only have 10 characters and must start with a letter
  • Each value name can only have 40 characters
  • Each strategy can target up to 200 keys and values total


To take advantage of key-value targeting, you will need to update your LiveTags.

  1. Go into publisher settings 
  2. Select the number of key-value pairs you want to include in your LiveTag Key-Values 
  3. Enter each key-value pair on a separate line using the format {KEY}={VALUE}, where you can replace {KEY} and {VALUE} with variables supported by your ESP. If left blank, the LiveTags will be updated with LiveIntent’s default parameters for key value pairs
  4. Download your tags from LiveIntent Inventory Manager 
  5. Update the tags in your email template’s HTML 
  6. You’re ready to set up ad campaigns targeting your key-values! 

Please Keep in Mind:

  • Up to 10 key-value pairs are supported for each LiveTag
  • Key names must be unique across the LiveTag
  • Only one value can be passed for each key in the LiveTag
  • Reach out to your ESP if you’re unsure which variables they support


Straight from the Reporting interface, you can pull reports on the custom keys and values in your LiveTags, regardless of whether or not you target strategies to them.

You can find the new fields listed under “Splits" and under "Filters"

For step-by-step instructions on how to create a report, view this article

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