<b>Key-value targeting you forgot is still firing</b>

<b>Key-value targeting you forgot is still firing</b>

Watching: GAM line items keyed on custom key-values from old campaigns keep matching traffic long after the campaign ends if the key still ships in the ad request. Stale targeting quietly diverts inventory to a paused-looking line item that's technically eligible.

— Orphaned key-values = silent inventory leaks
— Inventory shows delivered, revenue doesn't reconcile

Impact: audit which custom key-values your page actually sends vs. what line items target. (sourced)