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Deactivate key-values

When you deactivate key-values, they no longer count toward system limits. In addition, deactivating key-values can improve reporting performance on active key-values.

To deactivate keys or values, enable the checkbox next to the key or value name and click Deactivate.

To re-add keys or values, you need to create them from scratch, duplicating the name of the previously deactivated entity (though you don’t need to duplicate the casing). When you re-add a key, any values that were active when they key was deactivated are also re-added automatically. If it helps, you can think of re-adding keys as “resurrecting” formerly deactivated keys and values.

Network limits

When you deactivate a key or value, it no longer counts toward key-value limits.

Ad serving

Line items targeted to deactivated key-values no longer take these objects into account when serving. The line item continues to show the deactivated objects in its targeting criteria; these objects are marked as "deleted."

An example

Let’s say that on Monday you target Line item A to the following:

Ad unit: /1234/home
Key: pos=top AND color=blue

Here’s how Line item A serves to the two tags on Monday:

Tag 1: /1234/home, pos=top, color=blue

  • Line item serves

Tag 2: /1234/home, pos=top, color=red

  • Line item does not serve

Then on Tuesday, you deactivate the color key, but do not change line item targeting.

Here’s how Line item A serves to the two tags on Tuesday:

Tag 1: /1234/home, pos=top, color=blue
  • Line item serves

Tag 2: /1234/home, pos=top, color=red

  • Line item serves

When you look at the targeting picker for Line item A on Tuesday, you see that under “Key-values and audience segments” the following is displayed:

pos (pos) is top
and
color (deleted) is blue

On Wednesday, you re-add the color key in the user interface (the associated values are re-added automatically). The line item then serves as it did on Monday, and you see that under “Key-values” the following is displayed: pos (pos) is top
and
color (color) is blue

Reporting

Reporting metrics are collected on active keys-values. When you deactivate keys, reporting metrics are no longer collected on the objects. If you run a report on a deactivated key or value, you'll see reporting data during the period when the key or value was active.

Forecasting

Your tags need to be updated with key-values for a minimum of 28 days in order for those criteria to be accurately reflected in forecasts. This requirement is independent of how you manage key-values in the interface.

Deactivating and casing

Once a key is created, you can't edit the key or deactivate it and recreate it with a different casing. If you recreate a previously deactivated key, DFP reuses the previous key’s casing.

Let's say that there is an existing pre-defined key gender with values female and male. Deactivating makes all the key’s values (female, male) inactive as well. If a new key called Gender is created, either as a free-form or a predefined key, when the user tries to target a line item to key-values, the drop-down menu will show the key name gender rather than Gender. However, because key-values in DFP are not case-sensitive, this will have no impact.

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