Knowledge Base

How to implement LiveTags

These instructions will help your team set-up LiveTags in your email newsletters. 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 Safe RTB 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 


LiveTag Parameters

In order for the LiveTag to work properly, the parameters highlighted below should be updated with variables according to your ESP. If your ESP is LiveCertified, then these variables should auto-populate. Please note that the Template Max Width parameter is independent of your ESP and should be entered on a template-by-template basis. 

Sample LiveTag




The list ID is used to identify the send to a specific list or a subset of a list. Note: This is an optional parameter. The value of this parameter will stay constant through all sends. 


A variable provided by the ESP that populates the email address of the email opener.


A variable provided by the ESP that populates a unique variable on each mailing or distribution send.


For this parameter, you will need to enter the max width of the template that this LiveTag will be appearing in. 


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 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?


3) Place LiveTags 



Update For LiveTags Created after 5/9/2018: LiveTags created after 5/9/18 will not serve 300x250 and 160x600 ad sizes in Outlook 2000-2016 (Version 9.0-16.0) email clients on PC. For 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 a 'Max-Width x 1'. 

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 the below example, there is a width-constrained table to hold the header and ad slot. 


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: All sends to should be a direct send from your ESP, not a forward, as this will cause issues with activation. Please DO NOT add to your subscriber list. 

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.


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