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Key-Values are ways to further segment the inventory on a web page or mobile app for reporting and targeting. If you are a sports website, you might use a key-value pair to differentiate between the type of sport you are writing about. Ex. “Sport=Football” would be a key-value where “Sport” is the key and “Football” is the value of that key. These pairs often match the taxonomy a publisher has in their CMS for the content they produce.