User.keywords

Keywords describing the user's interests or intent, as one comma-separated string. Only one of keywords or kwarray may be present.

CurrentstringOptionalSince 2.0

Field facts

Path: user.keywords
Object: User
Type: string
Requirement: Optional
Added: OpenRTB 2.0
Spec section: 3.2.20

How it is used

The vocabulary is the seller's, so buyers need the exchange's documentation to use it. From 2.6, kwarray carries the same data as a real array and avoids trouble with keywords that contain commas.

Example

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

{
  "id": "req-1",
  "user": {
    "keywords": "running,marathon training,trail shoes"
  }
}

Common mistakes

Sending both keywords and kwarray. They are mutually exclusive, and the validator reports the pair.
Sending a JSON array here. keywords is a string; arrays go 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 to 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

Related fields

Other User fields

For a walkthrough of the whole object, read User identity and EIDs.