diff --git a/modules/gridBidAdapter.js b/modules/gridBidAdapter.js
index 16f8ff11574..854b82aa84d 100644
--- a/modules/gridBidAdapter.js
+++ b/modules/gridBidAdapter.js
@@ -213,9 +213,12 @@ export const spec = {
     }
 
     if (pageKeywords) {
-      request.ext = {
-        keywords: pageKeywords
-      };
+      pageKeywords = reformatKeywords(pageKeywords);
+      if (pageKeywords) {
+        request.ext = {
+          keywords: pageKeywords
+        };
+      }
     }
 
     if (gdprConsent && gdprConsent.gdprApplies) {
@@ -419,6 +422,51 @@ function createBannerRequest(bid, mediaType) {
   return result;
 }
 
+function reformatKeywords(pageKeywords) {
+  const formatedPageKeywords = {};
+  Object.keys(pageKeywords).forEach((name) => {
+    const keywords = pageKeywords[name];
+    if (keywords) {
+      if (name === 'site' || name === 'user') {
+        const formatedKeywords = {};
+        Object.keys(keywords).forEach((pubName) => {
+          if (Array.isArray(keywords[pubName])) {
+            const formatedPublisher = [];
+            keywords[pubName].forEach((pubItem) => {
+              if (typeof pubItem === 'object' && pubItem.name) {
+                const formatedPubItem = { name: pubItem.name, segments: [] };
+                Object.keys(pubItem).forEach((key) => {
+                  if (Array.isArray(pubItem[key])) {
+                    pubItem[key].forEach((keyword) => {
+                      if (keyword) {
+                        if (typeof keyword === 'string') {
+                          formatedPubItem.segments.push({ name: key, value: keyword });
+                        } else if (key === 'segments' && typeof keyword.name === 'string' && typeof keyword.value === 'string') {
+                          formatedPubItem.segments.push(keyword);
+                        }
+                      }
+                    });
+                  }
+                });
+                if (formatedPubItem.segments.length) {
+                  formatedPublisher.push(formatedPubItem);
+                }
+              }
+            });
+            if (formatedPublisher.length) {
+              formatedKeywords[pubName] = formatedPublisher;
+            }
+          }
+        });
+        formatedPageKeywords[name] = formatedKeywords;
+      } else {
+        formatedPageKeywords[name] = keywords;
+      }
+    }
+  });
+  return Object.keys(formatedPageKeywords).length && formatedPageKeywords;
+}
+
 function outstreamRender (bid) {
   bid.renderer.push(() => {
     window.ANOutstreamVideo.renderAd({
diff --git a/test/spec/modules/gridBidAdapter_spec.js b/test/spec/modules/gridBidAdapter_spec.js
index 2e5d2e63677..1ec0200885c 100644
--- a/test/spec/modules/gridBidAdapter_spec.js
+++ b/test/spec/modules/gridBidAdapter_spec.js
@@ -412,6 +412,17 @@ describe('TheMediaGrid Adapter', function () {
               'topic': ['stress', 'fear']
             }
           ]
+        },
+        'user': {
+          'formatedPublisher': [
+            {
+              'name': 'fomatedName',
+              'segments': [
+                { 'name': 'segName1', 'value': 'segVal1' },
+                { 'name': 'segName2', 'value': 'segVal2' }
+              ]
+            }
+          ]
         }
       };
       const bidRequestWithKW = { ...bidRequests[0], params: { ...bidRequests[0].params, keywords } }
@@ -423,22 +434,39 @@ describe('TheMediaGrid Adapter', function () {
           'somePublisher': [
             {
               'name': 'someName',
-              'brandsafety': ['disaster'],
-              'topic': ['stress', 'fear']
+              'segments': [
+                { 'name': 'brandsafety', 'value': 'disaster' },
+                { 'name': 'topic', 'value': 'stress' },
+                { 'name': 'topic', 'value': 'fear' }
+              ]
             }
           ],
           'ortb2': [
             {
               'name': 'keywords',
-              'keywords': ['bar']
+              'segments': [
+                { 'name': 'keywords', 'value': 'bar' }
+              ]
             }
           ]
         },
         'user': {
+          'formatedPublisher': [
+            {
+              'name': 'fomatedName',
+              'segments': [
+                { 'name': 'segName1', 'value': 'segVal1' },
+                { 'name': 'segName2', 'value': 'segVal2' }
+              ]
+            }
+          ],
           'ortb2': [
             {
               'name': 'keywords',
-              'keywords': ['foo', 'any']
+              'segments': [
+                { 'name': 'keywords', 'value': 'foo' },
+                { 'name': 'keywords', 'value': 'any' }
+              ]
             }
           ]
         }