Using Keywords in Place Exchange

This page provides guidelines for Publishers to manage and use keywords in Place Exchange.

Keywords

Place Exchange

Publishers define keywords as custom phrases unique to their organization that typically represent business processes or sales considerations. Currently, users can assign keywords to ad units and leverage them for targeting during placement creation.

Keywords

Place Exchange

Publishers can create keywords by:

In both cases, the platform treats any previously unused keyword as a “new” keyword. Once a Publisher creates a new keyword, they can reuse it throughout the platform.

Alternatively, a Publisher can send a keyword list to Place Exchange, and they will configure them for their organization. See Tag with Keywords if you choose this method to create keywords.

Keywords support any UTF-8 (Unicode) characters.

You can use symbols, special characters, and native language scripts in keywords, for example:

  • Port Łódź – Polish casing + spaces
  • Süßwaren & Ärzte – German 'ß' and 'Ä' with ampersand
  • Höfuðborgarsvæðið –Icelandic characters
  • 7m² & ½ Price – Math symbols and fractions
  • Gas Station 360° – Degree symbol
  • Chuo-Sobu Line (中央・総武線各駅停車) – Japanese CJK text + parentheses
  • Iconic $150 €uro – Multiple currency symbols
  • ACTIVE REACH [NATIONAL] – Brackets

Keywords do not support the following characters:

  • Comma (,)
  • Newline (\n)
  • Tab (\t)
  • Carriage Return (\r)
  • Keywords are unique to an organization.
  • Keywords are case insensitive and can be provided in lower or upper case. Place Exchange stores these keywords as lowercase to avoid any confusion for targeting.
  • You can type a new keyword directly into the input field to create it on the fly. It does not need to pre-exist in your keyword list.
  • You can paste a list of keywords directly into the input field and they will be parsed automatically.
  • Using invalid characters will raise a validation error while creating keyword and the keyword will not be created.
  • Keywords are restricted to 35 characters or less.
  • CSV and Excel inventory upload supports UTF-8 keywords, including keyword mapping and creation.
  • Keyword-based placement targeting fully supports UTF-8 keywords.

Keywords typically represent business processes or sales considerations. When used to segment inventory, some common use cases are:

  • Represent eligibility of screens for sensitive categories. For example, “DISCUS” compliant screens.
  • Indicate venues with brand tie-ups. For example, adunits that can run “Coke” ads.
  • Identify the venue where the screens are located. For example, all screens in “Safeway” locations.
  • Venue category specific considerations. For example, cinema screens that show “PG-13” movies.
  • Depict more context related to the venue category. For example, “pediatrics” for point-of-care solutions.
  • Highlight sales packages. For example, “station-domination” for screens that can sold as a premium sales package.
  • Before you begin setting keywords on your inventory, we recommend assessing your organizational needs and building internal alignment on how to segment your inventory. This practice ensures your team establishes an agreed-upon list of keywords for known and common use cases. For example, your team should agree on whether to use “cannabis-medical” or “cannabis_medical” as the standard format.
  • After you create the initial set of keywords, check for existing variations before you generate a new keyword. For example, you might intend to create “stat-dom” without realizing that “station-domination” already exists in the system.

See Targeting by Keywords. You can also create new keywords when creating or updating a placement. However, make sure to also tag the relevant adunits with the new keyword(s).