How to Implement LiveTags

These instructions will help your team set-up LiveTag 2.0 and earlier in your email newsletters. If you have implemented LiveTag 3.0 in your newsletter, please refer to this article to walk you through the process. 

For more insight on troubleshooting and other LiveIntent offerings, you can check out the full publisher onboarding guide, here.

Implementation Overview

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

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


1) Ensure variables for LiveTag parameters are correct 

In order for the LiveTag to work properly, the parameters highlighted below should be updated with variables according to your Email Service Provider (ESP). Please note that the Template Max Width parameter is independent of your ESP and should be set for each template. 


Sample LiveTag





The list ID is used to identify a specific email list or a subset of a list.

NOTE: This is an optional parameter. The value of this parameter will stay constant through all sends. 



The ESP populates this variable with the email address of the person opening the email.



The ESP populates this variable with a unique ID for each mailing or distribution send.



For this parameter, you will need to enter the max width of the email template where this LiveTag will appear. 


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”.

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.


2) Place SafeRTB tag

What is SafeRTB?

The SafeRTB Tag is comprised of 5 image tags. These tags are responsible for multiple functions, allowing you to easily integrate with data, DSP partners, and participate in comScore measurements.

Where do I place it?

Place the SafeRTB tag at the top of the newsletter template to avoid Gmail clipping the code snippet. For more information about clipping, reach out to your account team. The SafeRTB tag only needs to be implemented once per template. The SafeRTB tag does not need to be implemented multiple times if adding more ad slots to the template.

NOTE: If changes are made to the CNAME, ESP, or macros then all LiveTags and the SafeRTB tag need to be refreshed and implemented a new time. This ensures that there are consistent values amongst all tags included in the newsletter.

What does it look like?


3) Place LiveTags 


Update For LiveTags Created after 5/9/2018: LiveTags created after 5/9/18 will not serve 300x250 creative sizes in Outlook 2000-2019 (Version 9.0-16.0) email clients on PC as well as the Outlook Office 365 (for Windows 10) desktop application. Please refer to this article for more information on this topic. If you have any questions or concerns, please reach out to your account team.  

What is it?

An ad slot that is configurable to serve all standard and most custom sizes, including standard IAB sizes and Marquee Sizes (970x250, 970x550). If there is no demand for an impression, LiveTags will collapse to the template's max width and a height of 1 pixel - rendering them invisible.

Where do I place it?

Place the tag where you want the ad to appear within the newsletter’s template according to your design. 

What does the tag look like in my code?

In the below example, there is the LiveTag within a width-constrained table in HTML


4) Activate your tags

Send a live send directly to Live send refers to putting the activate alias into an internal audience and sending an email blast to that address rather than a test, forward, or preview send.

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 Publisher Yield Specialist will be alerted and will work with you to quickly solve the problem.

Add to the subscriber list for your newsletter. Do NOT add to your subscriber list.
Liveseeds is our alias to review all your LiveTags after their initial activation. If there are any issues, the account team will reach out to you to correct them


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