About key-values

Predefined and dynamic key-values

When you add key-values, you'll need to understand the difference between predefined and dynamic key-values.

  • Predefined key-values: keys and their values are static and don't change based information of a particular user.
  • Dynamic key-values: use a defined key but take dynamic values based on user attributes or behavior. If your requirements exceed 200 possible values per key and you don't want to define them in advance, use dynamic targeting.

Predefined key-values

Use predefined key-values when you know the possible range of values.

For example, create the predefined key "age", and enter ranges as values—such as, "18-32", "33-42", and so forth. When you add the line item, select "age" as the key and "18-32" as the value. The key-value remains hard-coded in the ad tag.

Most publishers believe it's good practice to use less identifiable key-values strings in ad tags. Learn more in Names versus display names.

Dynamic key-values

Dynamic key-values let you pass targeting values dynamically into an ad tag based on information you collect.

For example, you can use dynamic key-values to target ads based on a user's search terms on your site. With dynamic targeting, you can have thousands of possible targeting values without defining each one ahead of time.

Example of dynamic key-values

Target line items to specific content and ad slots. If you want to target specific pages on your site, create a dynamic key named "pageID". Add pageID=123456 to the page's ad tags and then target your line item to that key-value.

You might also use key-values to target ads to specific ad slot positions. If you sell your ad slots above the fold at a premium, create a pre-defined key called "position" with multiple values, such as "top", "right-box", and "bottom". Add the key and value combination to your ad tags (position=top) and target certain line items to that key-value so they don't appear below the fold.

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