Knowledge Base

Sellers 101 Guide

Welcome to LiveIntent!

This guide will help your team get the most out of our LiveTag technology by detailing instructions for initial implementation, best practices for your newsletter’s template design, and troubleshooting help if you run into any issues.

Let’s get started!




Seller Onboarding Checklist

Complete the items below to get your LiveTags up and running.

  1. Make sure your contract is signed! Your LiveIntent Account Managers will send over the Publisher Questionnaire and request a CNAME alias from you.
  2. Request a subdomain dedicated to LiveIntent tags. Using that subdomain, we’ll provide you with an EdgeSuite host which you will then point as a CNAME in your DNS.
  3. Prepare your LiveTags Work with your Account Manager to go over your Questionnaire, which includes your ESP, templates and specs.
  4. Paste your LiveTags into your newsletter’s html template. Find instructions for this here.
  5. Activate your ad slots! Once LiveTags are implemented in your template, send a live send to


LiveTag Introduction

LiveTags are HTML code that you place in your email newsletter’s templates in order to enable ad serving and tracking.

They’re easy to implement and do not need to be modified with each send. However, if the parameters are not properly configured, our system won’t be able to perform as intended. Here’s what you need to know to get started!


Breakdown of LiveTags:

LiveTags are:

  • The only way to participate in people-based marketing in email
  • HTML
  • Easy to implement
  • Cross-device: they can serve across different devices and email clients
  • A publisher’s ability to control his/her inventory
  • A more efficient way to monetize email inventory

LiveTags are NOT:

  • Javascript
  • iFrames Disruptive to your templates or your content  


Where do you get them?

You can either get LiveTags from your Account Manager or quickly download them yourself. Unsure of how to retrieve tags? After you’ve logged into our platform, simply click the “Walk Me” button on the right side of the screen and there will be instructions to guide you through the process.

LiveTag Parameters

In order for the LiveTag to work properly, the parameters highlighted below need to be updated with variables according to your ESP. If your ESP is LiveCertified, then these variables should auto-populate. If not, you can find instructions on updating your variables on page 8.



Setting up your CNAME Record


What is it?

A Canonical Name or CNAME record is a type of Domain Name System (DNS) record that maps an alias name to a true canonical domain name. LiveIntent uses this alias as the tag domain.

What does a CNAME do for me?

• Improves the user experience as your links will appear to be coming from your domain

• Allows filters of email inboxes to see and recognize content that’s authentic to the publisher


Implementing your LiveTags

Please note that in order to go live you must place the SafeRTB Tag and at least one IAB Tag into your newsletter’s template.

Step 1: Place SafeRTB Tag
Step 2: Ensure variables for LiveTag parameters are correct
Step 3: Place LiveTags in Newsletters
Step 4: Activate LiveTags


Step 1: Ensure variables for LiveTag Parameters are correct

Updating LiveTag Parameters

The variables used to update the LiveTag parameters are simple text replacement fields used to personalize email content and coding with user specific information. They can be called different things by different ESPs, like macro, merge tags or tags. For this purpose, we will refer to them as “variables”.

The same way you can say, ‘Hi, Alex...’ in your email body, most ESPs will let you personalize a URL with a variable that populates the subscribers’ name from their first name database field.

The syntax of the variable and where to find it varies by ESP, but are typically found in HTML editor used to build your message content. Please ask your Account Manager for help if you can’t easily locate them!

For example:*|EMAIL|*&name=*|FNAME|*&p=*|MAILINGID|*

Where to update parameters

The chart below explains which parameters you must replace if your ESP is not LiveCertified.

Within Publisher Settings, the “email tag replacement” and “placement tag replacement” fields should be updated for all of your LiveTags. Please note that all emails should be lowercase.

Step 2: Place SafeRTB Tag

What is SafeRTB?

The SafeRTB Tag is comprised of 20 image tags. These pixels are responsible for executing multiple functions, allowing you to easily integrate with data and DSP partners and participate in comScore measurements and user matching.

Where do I place it?

Place SafeRTB at the bottom of the newsletter’s template.

NOTE: The SafeRTB tag only needs to be implemented once per template. The SafeRTB tag does not need to be re-implemented if more ad slots are added to the template. 

NOTE: However, if changes are made to the CNAME, ESP, or macros, all LiveTags and the SafeRTB tag need to be re-pulled and re-implemented. This ensures that there are consistent values amongst all tags included in the newsletter.

What does it look like?


Step 3: Place LiveTags for Ad Units

The next few pages cover the various types of LiveTags that you can add to your newsletter’s template.


What is it?

An ad slot corresponding to one of the IAB standard sizes (728x90, 300x250, 300x600, 160x600).

Where do I place it?

Place the tag where you want the ad to appear within the newsletter’s template according to your design. For best practices on layout and design, check out our report.

What does the tag look like?



What is it?

A dynamic ad slot that drives high engagement that brands are willing to pay premium for. Marquee units only serve when there’s a high-intent prediction of a user engaging. If a person is likely to click, the ad is served when the email is opened. If they’re not likely to click, they will never receive the ad, and your newsletter’s content is uninterrupted.

Where do I place it?

Place the tag in a width-constrained table, and assign the same width to the marquee image by replacing {INSERT_MAX_TEMPLATE_WIDTH_AS_INTEGER}. This will allow the marquee to conform to your template.

What does the tag look like?



To give your subscribers a better user experience, we do not recommend placing a 728x90 IAB unit directly above or under a marquee ad slot.

Do not remove the fixed width attribute from the <img> tag because some email clients – including certain versions of Outlook – may not allow responsive images. If using a responsive email template, make sure to test extensively with the marquee unit. For email clients that do support responsive design, you can use CSS media queries and styling to override the fixed width.


Content Recommendation

What is it?

The content recommendation ad slot provides relevant content based on the user (people-based targeting).  The unit is mobile and responsive, and changes from a 4x1 to a 2x2 (and in some instances a 3x1) depending on the environment and screen. 



Where do I place it?

We recommend placing the content recommendation ad slot higher up in your email template, and surrounded by quality editorial content.

What does the tag look like?



Skin (*Direct Sold Only)

What is it?

A Skin tag includes a left ad unit and a right ad unit corresponding to the left and right rails of your newsletter. When a Skin campaign runs on your template, the campaign runs in both the left and right ad units as well as all IAB and custom ad slots. If no Skin campaign is running, the takeover ad slots will automatically collapse.

Where do I place it?

Replace the callout in the tag that says <!-- PLACE YOUR CONTENT HERE -->. with the content between the template’s body tags (<body></body>) including the IAB and SafeRTB Tags.

What does the tag look like?


Step 4: Activate your tags!

Send a live send directly to

Once the test email is sent, LiveIntent will run a script on each test email.
If the tags were implemented correctly, the ad slots will activate and you will receive an email.

If they were not, your Account Manager will be alerted and will work with you to quickly solve the problem.

NOTE: Do Not Forward this email, as it will cause issues with our script.

Add to the subscriber list for your newsletter

We will automatically verify the implementation and integrity of your LiveTags for any email received by Your Account Manager will then reach out to you to correct any issues.


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.

For example: Registration information collected from your users or their most recent search topic on your site


How to set up

  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. Retrieve your tags from LIM and update the tags in your email templates’ HTML

  5. Then 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

  • Key and value names can only include letters, numbers, hyphens, and underscores, are treated as strings, can’t contain spaces, 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


You can always reach out to your Account Manager with any issues!

Wrapped URLs

This is sometimes referred to as link wrapping or a redirect URL. Links in templates get wrapped by your ESP.

This means that a link that originally looked like this:

Might end up looking like this when sent:

This generates your click and open stats at your ESP. What’s important to remember is
that LiveIntent image URLs should NOT be wrapped. They’re not click URLs — they’re used to display images in email.

LiveIntent click URLs can be wrapped, but please ensure your ESP does not append any extra characters and uses URL encoding to maintain the structure of the LiveTag click URL.

Changing ESPs

Remember to update your variables! Each ESP’s variables are unique, so if they’re not updated, the tags cannot work properly and cause a loss of revenue and optimization.



Website Implementation

LiveConnect: Increase the Number of Your Newsletter Subscribers that DSP's can Target, Enabling Future Programmatic, People-Based, and Mobile Marketing Opportunities.

How to Setup LiveConnect for Your Website

Below you will find the quick and easy step-by-step instructions for setting up LiveConnect for your website. If you have any questions during this setup process, please contact your Account Manager.

Estimated time for completion: 10 minutes (Dependent on your number of web properties, and if you utilize a tag manager)



  • Step 1: Please contact your LiveIntent Account Manager. They will provide you with a custom LiveConnect tag.
  • Example LiveConnect tag:

    <!-- LiveConnect tag for publishers --><script type="text/javascript" src="//" async="true" charset="utf-8"></script><!-- LiveConnect tag for publishers -->

  • Step 2: Please place your LiveConnect tag on all of your website pages.
  • NOTE: If you have multiple website properties please notify your Account Manager.  A custom LiveConnect tag is require for each website.
  • Step 3: Please notify your LiveIntent Account Manager to confirm your implementation is operating properly.


Email Service Provider (ESP) Configuration


  • Step 1: Similar to the process for appending your links with a UTM parameter (ex. Google Analytics), you are going to add an additional UTM parameter within your email platform.  Note: This varies by ESP.
  • Step 2: Name your new UTM parameter 'LiveConnect'
  • Step 3: You will need to enter unique values for both the email subscriber and campaign.  Note: your email platform will have variables or macros to assist with this.
  • Step 4: These values will be concatenated and will be used in your new 'LiveConnect' UTM parameter (ex. &LiveConnect=[subscriberkey][campaignid]
  • Step 5: Once you have completed these steps, please send a test email to for validation.

For instructions on how to setup LiveConnect for your ESP, please click here.




















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