Using Key-Value Pairs

What are Key-Value Pairs? 

Key-values let you define your own targeting criteria for direct-sold campaigns based on first-party data specific to your subscribers or newsletters.

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

  • Example: Registration information collected from your users on their most recent search topic on your site. 
  • Example in a URL:{list_id}&

Setting up Key-Value Pairs 

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

  1. Click ‘Edit’ in the ‘Publisher Overview’, underneath Publisher Name.  
  2. Scroll to the ‘Key-Value Pairs’ section within ‘Publisher Details’
  3. Select the number of key-value pairs you want to include in your LiveTag Key-Values 
  4. 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
  5. Download your tags from LiveIntent Inventory Manager 
  6. Update the tags in your email template’s HTML 
  7. You’re ready to set up ad campaigns targeting your key-values 

Please Keep in Mind:

  • Up to 20 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

Trafficking Direct-Sold Campaigns with Key-Value Targeting

If you are running a direct-sold or marketing promotion (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


From the Reporting tab of the LiveIntent platform, you can pull reports on the custom keys and values in your LiveTags, whether or not you target strategies to them.

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

  • An inexact split is a data category for which LiveIntent doesn't store all impressions due to data storage limitations. We provide a sampling of what did serve and these samplings normally have a 10-20% discrepancy.

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

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