How to Implement Native LiveTags

These instructions will show you how to set up a Native LiveTag in your email newsletter. A Native LiveTag will normally replace an existing content block or directly follow an existing content block as an additional unit.

Implementation Overview

  1. Ensure variables for Native LiveTag parameters are correct
  2. Place the Native LiveTag
  3. Edit the Media Query 
  4. Activate the Native LiveTag


1) Ensure variables for Native LiveTag parameters are correct

In order for the Native 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.



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.

"li_coord=desktop&collapse_width={INSERT MAX WIDTH HERE AS INTEGER}”

“li_coord=mobile&collapse_width={INSERT MAX WIDTH HERE AS INTEGER}”

For these parameters, you will need to enter the desktop or mobile max-width of the email template where this Native LiveTag will appear. This parameter ensures the collapse of the Native LiveTag for desktop and mobile layouts, respectively, when demand is not present.


For this parameter, you will need to enter the desktop or mobile max-width of the email template where this Native LiveTag will appear.

Updating Native LiveTag parameters

The variables used to update the Native 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 your Native LiveTag. Please note that all emails should be lowercase.

2) Place the Native LiveTag

Where do I place it?

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

What does the Native LiveTag look like?

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


3) Edit the Media Query

Why do I need to edit the Media Query?

Our native solution sends a flattened image rather than raw HTML. Because of this, our native ads do not dynamically change sizing based on text lengths. Instead, our native ads utilize a media query in order to be responsive and render the appropriate design for desktop and mobile layouts.

Where do I edit it?

The media query should be added to the <head> </head> section of your newsletter HTML. You can easily locate this section by searching for your newsletter’s existing media queries.

Please note that you must insert your template’s mobile responsive width within this media query where requested. We recommend you align the mobile max-width with your other media queries max-width pixels.

What does the media query look like?

Below is an example of what the media query should look like.


4) Test your Native LiveTag

Send a live send directly to and to activate your Native LiveTags.

Once the test email is sent, please let your Account Manager know and we will be in touch with you to confirm if the implementation was correct or if there were any issues.

NOTE: All sends should be a direct send from your ESP, not a forward, as this will cause issues with activation.

Please make sure that is subscribed to your mailing lists.

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