LiveIntent

Summary

LiveIntent, one of the world's largest people-based marketing platforms, connects 2,500 publishing and advertising brands with over 240MM+ verified people every month across all types of media. With the anonymized email address at the center of its industry-leading identity graph, LiveIntent provides brands with solutions that help them monetize, acquire, and retain real people, even where cookies don't work.

LiveIntent serves ads into email newsletters. The domain indicated represents the publisher; the ads are actually in email newsletters from that publisher. Major ad sizes are native, 970x250, 300x250, and 728x90. Please see the Inventory Directory in the DSP for more details about available inventory.

Email newsletter inventory tends to come in bursts due to the timing of delivery; accordingly, LiveIntent recommends not using even pacing.

At a Glance

Top Geos	Traffic Types	Formats
US - 100%	Email -100%	Display -100%

For the most up-to-date information on avails and specific inventory, go to the Inventory Directory in Basis.

Technical Considerations

Restricted to Deal Only

Due to the below non-standard practices, we restrict inventory availability to PMP only. You must use deals to buy, such as those in the Curated Deals library.

Ad Tags

Email is a JavaScript-free environment. As such, there are special requirements for ad tags to work on LiveIntent. If your ad tag uses JavaScript or IFRAMEs to render the ad, it must also contain a <NOSCRIPT> section with a clear pattern like this:

<A HREF="CLICK URL" ...><IMG SRC="IMAGE URL" ...></A>

LiveIntent will scan for this structure and extract it. Additionally, one more <IMG> tag is supported for an additional impression tracker.

If the ad tag does not meet these requirements it will be unable to serve; your bids will be rejected.

This specifically means that DCM INS tags will not work. Do not attempt to use DCM INS tags. Your bids will be rejected.

The easiest approach is to use an impression and click tracker from DCM and upload the image directly in the DSP.

Native Ads

For native ads, please follow our standard recommendations.

Unreliable viewthrough conversion attribution

Due to the below non-standard practices, DSP viewthrough conversion attribution will be unreliable and mostly non-functional. Because impression trackers are fired server-side, third-party ad servers (such as those included as third-party impression trackers) will not count view-through conversions.

Non-Standard Practices

LiveIntent engages in certain non-standard practices. Please be aware of these before buying and do not proceed unless you are OK with these practices.

Server-Side Impression Counting

All impression pixels are fired server-side. This means we cannot independently verify that impressions have been delivered; we rely on LiveIntent's indication that this has happened. There will also be the following effects:

Pixels from fraud detection vendors may report the impressions as fraudulent.
Measurement / ad serving vendors (but especially DCM) may report the geo of their servers instead of the geo of the user.
Viewthrough conversion attribution will not work for third-party ad servers and will mostly not work for DSP, as noted above.

Cookie ID in Bid Request May Not Be From Current Browser or Device

LiveIntent does not perform a normal cookie sync. LiveIntent says that they send a cookie ID that they believe is associated with the user, but it may or may not be from the current browser or device and it does not mean that the cookie could be accessed at time of serving the impression. We can't confirm the accuracy or soundness of their methodology for doing this.

The cookie ID in the bid request is used for audience lookup and frequency capping. This may have certain unexpected implications. For example, if you collect an audience only from a mobile website, you may find that it spends against desktop inventory. Or, you may find that audience spend occurs even when you expect it might not be possible (such as on iOS Safari).

The target only trackable devices feature is based on observing the presence of a cookie ID or mobile advertising ID in the bid request. Accordingly, it will not function as expected in this case.

Visit LiveIntent’s Content Policy to see a full list of sensitive categories and their descriptions.

Exchange Provided Documentation

Core Pitch Deck

Ad Specs and Creative Requirements

Media Kit