Site.keywords

Keywords about the site as one comma-separated string. Only one of Site.keywords and Site.kwarray may be present.

CurrentstringOptionalSince 2.0

Field facts

Path: site.keywords
Object: Site
Type: string
Requirement: Optional
Added: OpenRTB 2.0
Spec section: 3.2.13

How it is used

Keywords are free text with no shared vocabulary, so most buyers treat them as a weak contextual hint. The array form Site.kwarray, added in 2.6, avoids trouble with keywords that contain commas.

Example

Where the field sits in a payload, with everything else left out:

{
  "id": "req-1",
  "site": {
    "keywords": "local news,city council,transit"
  }
}

Common mistakes

Sending both keywords and kwarray. The validator reports the pair as mutually exclusive.
Sending a JSON array in keywords. The field is a string; arrays belong in kwarray.

Version history

Added in OpenRTB 2.0, and present in the latest snapshot. The table shows how each version's spec text types the field.

Versions	Type in the spec	Required	Deprecated
2.0	string	No	No
2.1	string co	No	No
2.2	string	No	No
2.3 to 2.3.1	string	No	No
2.4	string	No	No
2.5 to 2.6-202606	string	No	No