diff --git a/gen/go/common/v1/common.pb.go b/gen/go/common/v1/common.pb.go
index 3930f9134..670f4286e 100644
--- a/gen/go/common/v1/common.pb.go
+++ b/gen/go/common/v1/common.pb.go
@@ -20,123 +20,291 @@ var _ = math.Inf
 // proto package needs to be updated.
 const _ = proto.ProtoPackageIsVersion3 // please upgrade the proto package
 
-// ValueType is the enumeration of possible types that value can have.
-type AttributeKeyValue_ValueType int32
-
-const (
-	AttributeKeyValue_STRING AttributeKeyValue_ValueType = 0
-	AttributeKeyValue_INT    AttributeKeyValue_ValueType = 1
-	AttributeKeyValue_DOUBLE AttributeKeyValue_ValueType = 2
-	AttributeKeyValue_BOOL   AttributeKeyValue_ValueType = 3
-)
-
-var AttributeKeyValue_ValueType_name = map[int32]string{
-	0: "STRING",
-	1: "INT",
-	2: "DOUBLE",
-	3: "BOOL",
+// AnyValue is used to represent any type of attribute value. AnyValue may contain a
+// primitive value such as a string or integer or it may contain an arbitrary nested
+// object containing arrays, key-value lists and primitives.
+type AnyValue struct {
+	// The value is one of the listed fields. It is valid for all values to be unspecified
+	// in which case this AnyValue is considered to be "null".
+	//
+	// Types that are valid to be assigned to Value:
+	//	*AnyValue_StringValue
+	//	*AnyValue_BoolValue
+	//	*AnyValue_IntValue
+	//	*AnyValue_DoubleValue
+	//	*AnyValue_ArrayValue
+	//	*AnyValue_KvlistValue
+	Value                isAnyValue_Value `protobuf_oneof:"value"`
+	XXX_NoUnkeyedLiteral struct{}         `json:"-"`
+	XXX_unrecognized     []byte           `json:"-"`
+	XXX_sizecache        int32            `json:"-"`
+}
+
+func (m *AnyValue) Reset()         { *m = AnyValue{} }
+func (m *AnyValue) String() string { return proto.CompactTextString(m) }
+func (*AnyValue) ProtoMessage()    {}
+func (*AnyValue) Descriptor() ([]byte, []int) {
+	return fileDescriptor_62ba46dcb97aa817, []int{0}
 }
 
-var AttributeKeyValue_ValueType_value = map[string]int32{
-	"STRING": 0,
-	"INT":    1,
-	"DOUBLE": 2,
-	"BOOL":   3,
+func (m *AnyValue) XXX_Unmarshal(b []byte) error {
+	return xxx_messageInfo_AnyValue.Unmarshal(m, b)
 }
-
-func (x AttributeKeyValue_ValueType) String() string {
-	return proto.EnumName(AttributeKeyValue_ValueType_name, int32(x))
+func (m *AnyValue) XXX_Marshal(b []byte, deterministic bool) ([]byte, error) {
+	return xxx_messageInfo_AnyValue.Marshal(b, m, deterministic)
+}
+func (m *AnyValue) XXX_Merge(src proto.Message) {
+	xxx_messageInfo_AnyValue.Merge(m, src)
+}
+func (m *AnyValue) XXX_Size() int {
+	return xxx_messageInfo_AnyValue.Size(m)
 }
+func (m *AnyValue) XXX_DiscardUnknown() {
+	xxx_messageInfo_AnyValue.DiscardUnknown(m)
+}
+
+var xxx_messageInfo_AnyValue proto.InternalMessageInfo
 
-func (AttributeKeyValue_ValueType) EnumDescriptor() ([]byte, []int) {
-	return fileDescriptor_62ba46dcb97aa817, []int{0, 0}
+type isAnyValue_Value interface {
+	isAnyValue_Value()
 }
 
-// AttributeKeyValue is a key-value pair that is used to store Span attributes, Link
-// attributes, etc.
-type AttributeKeyValue struct {
-	// key part of the key-value pair.
-	Key string `protobuf:"bytes,1,opt,name=key,proto3" json:"key,omitempty"`
-	// type of the value.
-	Type                 AttributeKeyValue_ValueType `protobuf:"varint,2,opt,name=type,proto3,enum=opentelemetry.proto.common.v1.AttributeKeyValue_ValueType" json:"type,omitempty"`
-	StringValue          string                      `protobuf:"bytes,3,opt,name=string_value,json=stringValue,proto3" json:"string_value,omitempty"`
-	IntValue             int64                       `protobuf:"varint,4,opt,name=int_value,json=intValue,proto3" json:"int_value,omitempty"`
-	DoubleValue          float64                     `protobuf:"fixed64,5,opt,name=double_value,json=doubleValue,proto3" json:"double_value,omitempty"`
-	BoolValue            bool                        `protobuf:"varint,6,opt,name=bool_value,json=boolValue,proto3" json:"bool_value,omitempty"`
-	XXX_NoUnkeyedLiteral struct{}                    `json:"-"`
-	XXX_unrecognized     []byte                      `json:"-"`
-	XXX_sizecache        int32                       `json:"-"`
-}
-
-func (m *AttributeKeyValue) Reset()         { *m = AttributeKeyValue{} }
-func (m *AttributeKeyValue) String() string { return proto.CompactTextString(m) }
-func (*AttributeKeyValue) ProtoMessage()    {}
-func (*AttributeKeyValue) Descriptor() ([]byte, []int) {
-	return fileDescriptor_62ba46dcb97aa817, []int{0}
+type AnyValue_StringValue struct {
+	StringValue string `protobuf:"bytes,1,opt,name=string_value,json=stringValue,proto3,oneof"`
 }
 
-func (m *AttributeKeyValue) XXX_Unmarshal(b []byte) error {
-	return xxx_messageInfo_AttributeKeyValue.Unmarshal(m, b)
+type AnyValue_BoolValue struct {
+	BoolValue bool `protobuf:"varint,2,opt,name=bool_value,json=boolValue,proto3,oneof"`
 }
-func (m *AttributeKeyValue) XXX_Marshal(b []byte, deterministic bool) ([]byte, error) {
-	return xxx_messageInfo_AttributeKeyValue.Marshal(b, m, deterministic)
+
+type AnyValue_IntValue struct {
+	IntValue int64 `protobuf:"varint,3,opt,name=int_value,json=intValue,proto3,oneof"`
 }
-func (m *AttributeKeyValue) XXX_Merge(src proto.Message) {
-	xxx_messageInfo_AttributeKeyValue.Merge(m, src)
+
+type AnyValue_DoubleValue struct {
+	DoubleValue float64 `protobuf:"fixed64,4,opt,name=double_value,json=doubleValue,proto3,oneof"`
 }
-func (m *AttributeKeyValue) XXX_Size() int {
-	return xxx_messageInfo_AttributeKeyValue.Size(m)
+
+type AnyValue_ArrayValue struct {
+	ArrayValue *ArrayValue `protobuf:"bytes,5,opt,name=array_value,json=arrayValue,proto3,oneof"`
 }
-func (m *AttributeKeyValue) XXX_DiscardUnknown() {
-	xxx_messageInfo_AttributeKeyValue.DiscardUnknown(m)
+
+type AnyValue_KvlistValue struct {
+	KvlistValue *KeyValueList `protobuf:"bytes,6,opt,name=kvlist_value,json=kvlistValue,proto3,oneof"`
 }
 
-var xxx_messageInfo_AttributeKeyValue proto.InternalMessageInfo
+func (*AnyValue_StringValue) isAnyValue_Value() {}
+
+func (*AnyValue_BoolValue) isAnyValue_Value() {}
+
+func (*AnyValue_IntValue) isAnyValue_Value() {}
 
-func (m *AttributeKeyValue) GetKey() string {
+func (*AnyValue_DoubleValue) isAnyValue_Value() {}
+
+func (*AnyValue_ArrayValue) isAnyValue_Value() {}
+
+func (*AnyValue_KvlistValue) isAnyValue_Value() {}
+
+func (m *AnyValue) GetValue() isAnyValue_Value {
 	if m != nil {
-		return m.Key
+		return m.Value
+	}
+	return nil
+}
+
+func (m *AnyValue) GetStringValue() string {
+	if x, ok := m.GetValue().(*AnyValue_StringValue); ok {
+		return x.StringValue
 	}
 	return ""
 }
 
-func (m *AttributeKeyValue) GetType() AttributeKeyValue_ValueType {
-	if m != nil {
-		return m.Type
+func (m *AnyValue) GetBoolValue() bool {
+	if x, ok := m.GetValue().(*AnyValue_BoolValue); ok {
+		return x.BoolValue
+	}
+	return false
+}
+
+func (m *AnyValue) GetIntValue() int64 {
+	if x, ok := m.GetValue().(*AnyValue_IntValue); ok {
+		return x.IntValue
+	}
+	return 0
+}
+
+func (m *AnyValue) GetDoubleValue() float64 {
+	if x, ok := m.GetValue().(*AnyValue_DoubleValue); ok {
+		return x.DoubleValue
+	}
+	return 0
+}
+
+func (m *AnyValue) GetArrayValue() *ArrayValue {
+	if x, ok := m.GetValue().(*AnyValue_ArrayValue); ok {
+		return x.ArrayValue
+	}
+	return nil
+}
+
+func (m *AnyValue) GetKvlistValue() *KeyValueList {
+	if x, ok := m.GetValue().(*AnyValue_KvlistValue); ok {
+		return x.KvlistValue
+	}
+	return nil
+}
+
+// XXX_OneofWrappers is for the internal use of the proto package.
+func (*AnyValue) XXX_OneofWrappers() []interface{} {
+	return []interface{}{
+		(*AnyValue_StringValue)(nil),
+		(*AnyValue_BoolValue)(nil),
+		(*AnyValue_IntValue)(nil),
+		(*AnyValue_DoubleValue)(nil),
+		(*AnyValue_ArrayValue)(nil),
+		(*AnyValue_KvlistValue)(nil),
 	}
-	return AttributeKeyValue_STRING
 }
 
-func (m *AttributeKeyValue) GetStringValue() string {
+// ArrayValue is a list of AnyValue messages. We need ArrayValue as a message
+// since oneof in AnyValue does not allow repeated fields.
+type ArrayValue struct {
+	// Array of values. The array may be empty (contain 0 elements).
+	Values               []*AnyValue `protobuf:"bytes,1,rep,name=values,proto3" json:"values,omitempty"`
+	XXX_NoUnkeyedLiteral struct{}    `json:"-"`
+	XXX_unrecognized     []byte      `json:"-"`
+	XXX_sizecache        int32       `json:"-"`
+}
+
+func (m *ArrayValue) Reset()         { *m = ArrayValue{} }
+func (m *ArrayValue) String() string { return proto.CompactTextString(m) }
+func (*ArrayValue) ProtoMessage()    {}
+func (*ArrayValue) Descriptor() ([]byte, []int) {
+	return fileDescriptor_62ba46dcb97aa817, []int{1}
+}
+
+func (m *ArrayValue) XXX_Unmarshal(b []byte) error {
+	return xxx_messageInfo_ArrayValue.Unmarshal(m, b)
+}
+func (m *ArrayValue) XXX_Marshal(b []byte, deterministic bool) ([]byte, error) {
+	return xxx_messageInfo_ArrayValue.Marshal(b, m, deterministic)
+}
+func (m *ArrayValue) XXX_Merge(src proto.Message) {
+	xxx_messageInfo_ArrayValue.Merge(m, src)
+}
+func (m *ArrayValue) XXX_Size() int {
+	return xxx_messageInfo_ArrayValue.Size(m)
+}
+func (m *ArrayValue) XXX_DiscardUnknown() {
+	xxx_messageInfo_ArrayValue.DiscardUnknown(m)
+}
+
+var xxx_messageInfo_ArrayValue proto.InternalMessageInfo
+
+func (m *ArrayValue) GetValues() []*AnyValue {
 	if m != nil {
-		return m.StringValue
+		return m.Values
 	}
-	return ""
+	return nil
+}
+
+// KeyValueList is a list of KeyValue messages. We need KeyValueList as a message
+// since `oneof` in AnyValue does not allow repeated fields. Everywhere else where we need
+// a list of KeyValue messages (e.g. in Span) we use `repeated KeyValue` directly to
+// avoid unnecessary extra wrapping (which slows down the protocol). The 2 approaches
+// are semantically equivalent.
+type KeyValueList struct {
+	// A collection of key/value pairs of key-value pairs. The list may be empty (may
+	// contain 0 elements).
+	Values               []*KeyValue `protobuf:"bytes,1,rep,name=values,proto3" json:"values,omitempty"`
+	XXX_NoUnkeyedLiteral struct{}    `json:"-"`
+	XXX_unrecognized     []byte      `json:"-"`
+	XXX_sizecache        int32       `json:"-"`
+}
+
+func (m *KeyValueList) Reset()         { *m = KeyValueList{} }
+func (m *KeyValueList) String() string { return proto.CompactTextString(m) }
+func (*KeyValueList) ProtoMessage()    {}
+func (*KeyValueList) Descriptor() ([]byte, []int) {
+	return fileDescriptor_62ba46dcb97aa817, []int{2}
+}
+
+func (m *KeyValueList) XXX_Unmarshal(b []byte) error {
+	return xxx_messageInfo_KeyValueList.Unmarshal(m, b)
 }
+func (m *KeyValueList) XXX_Marshal(b []byte, deterministic bool) ([]byte, error) {
+	return xxx_messageInfo_KeyValueList.Marshal(b, m, deterministic)
+}
+func (m *KeyValueList) XXX_Merge(src proto.Message) {
+	xxx_messageInfo_KeyValueList.Merge(m, src)
+}
+func (m *KeyValueList) XXX_Size() int {
+	return xxx_messageInfo_KeyValueList.Size(m)
+}
+func (m *KeyValueList) XXX_DiscardUnknown() {
+	xxx_messageInfo_KeyValueList.DiscardUnknown(m)
+}
+
+var xxx_messageInfo_KeyValueList proto.InternalMessageInfo
 
-func (m *AttributeKeyValue) GetIntValue() int64 {
+func (m *KeyValueList) GetValues() []*KeyValue {
 	if m != nil {
-		return m.IntValue
+		return m.Values
 	}
-	return 0
+	return nil
+}
+
+// KeyValue is a key-value pair that is used to store Span attributes, Link
+// attributes, etc.
+type KeyValue struct {
+	Key                  string    `protobuf:"bytes,1,opt,name=key,proto3" json:"key,omitempty"`
+	Value                *AnyValue `protobuf:"bytes,2,opt,name=value,proto3" json:"value,omitempty"`
+	XXX_NoUnkeyedLiteral struct{}  `json:"-"`
+	XXX_unrecognized     []byte    `json:"-"`
+	XXX_sizecache        int32     `json:"-"`
+}
+
+func (m *KeyValue) Reset()         { *m = KeyValue{} }
+func (m *KeyValue) String() string { return proto.CompactTextString(m) }
+func (*KeyValue) ProtoMessage()    {}
+func (*KeyValue) Descriptor() ([]byte, []int) {
+	return fileDescriptor_62ba46dcb97aa817, []int{3}
+}
+
+func (m *KeyValue) XXX_Unmarshal(b []byte) error {
+	return xxx_messageInfo_KeyValue.Unmarshal(m, b)
+}
+func (m *KeyValue) XXX_Marshal(b []byte, deterministic bool) ([]byte, error) {
+	return xxx_messageInfo_KeyValue.Marshal(b, m, deterministic)
+}
+func (m *KeyValue) XXX_Merge(src proto.Message) {
+	xxx_messageInfo_KeyValue.Merge(m, src)
 }
+func (m *KeyValue) XXX_Size() int {
+	return xxx_messageInfo_KeyValue.Size(m)
+}
+func (m *KeyValue) XXX_DiscardUnknown() {
+	xxx_messageInfo_KeyValue.DiscardUnknown(m)
+}
+
+var xxx_messageInfo_KeyValue proto.InternalMessageInfo
 
-func (m *AttributeKeyValue) GetDoubleValue() float64 {
+func (m *KeyValue) GetKey() string {
 	if m != nil {
-		return m.DoubleValue
+		return m.Key
 	}
-	return 0
+	return ""
 }
 
-func (m *AttributeKeyValue) GetBoolValue() bool {
+func (m *KeyValue) GetValue() *AnyValue {
 	if m != nil {
-		return m.BoolValue
+		return m.Value
 	}
-	return false
+	return nil
 }
 
 // StringKeyValue is a pair of key/value strings. This is the simpler (and faster) version
-// of AttributeKeyValue that only supports string values.
+// of KeyValue that only supports string values.
 type StringKeyValue struct {
 	Key                  string   `protobuf:"bytes,1,opt,name=key,proto3" json:"key,omitempty"`
 	Value                string   `protobuf:"bytes,2,opt,name=value,proto3" json:"value,omitempty"`
@@ -149,7 +317,7 @@ func (m *StringKeyValue) Reset()         { *m = StringKeyValue{} }
 func (m *StringKeyValue) String() string { return proto.CompactTextString(m) }
 func (*StringKeyValue) ProtoMessage()    {}
 func (*StringKeyValue) Descriptor() ([]byte, []int) {
-	return fileDescriptor_62ba46dcb97aa817, []int{1}
+	return fileDescriptor_62ba46dcb97aa817, []int{4}
 }
 
 func (m *StringKeyValue) XXX_Unmarshal(b []byte) error {
@@ -198,7 +366,7 @@ func (m *InstrumentationLibrary) Reset()         { *m = InstrumentationLibrary{}
 func (m *InstrumentationLibrary) String() string { return proto.CompactTextString(m) }
 func (*InstrumentationLibrary) ProtoMessage()    {}
 func (*InstrumentationLibrary) Descriptor() ([]byte, []int) {
-	return fileDescriptor_62ba46dcb97aa817, []int{2}
+	return fileDescriptor_62ba46dcb97aa817, []int{5}
 }
 
 func (m *InstrumentationLibrary) XXX_Unmarshal(b []byte) error {
@@ -234,8 +402,10 @@ func (m *InstrumentationLibrary) GetVersion() string {
 }
 
 func init() {
-	proto.RegisterEnum("opentelemetry.proto.common.v1.AttributeKeyValue_ValueType", AttributeKeyValue_ValueType_name, AttributeKeyValue_ValueType_value)
-	proto.RegisterType((*AttributeKeyValue)(nil), "opentelemetry.proto.common.v1.AttributeKeyValue")
+	proto.RegisterType((*AnyValue)(nil), "opentelemetry.proto.common.v1.AnyValue")
+	proto.RegisterType((*ArrayValue)(nil), "opentelemetry.proto.common.v1.ArrayValue")
+	proto.RegisterType((*KeyValueList)(nil), "opentelemetry.proto.common.v1.KeyValueList")
+	proto.RegisterType((*KeyValue)(nil), "opentelemetry.proto.common.v1.KeyValue")
 	proto.RegisterType((*StringKeyValue)(nil), "opentelemetry.proto.common.v1.StringKeyValue")
 	proto.RegisterType((*InstrumentationLibrary)(nil), "opentelemetry.proto.common.v1.InstrumentationLibrary")
 }
@@ -245,29 +415,31 @@ func init() {
 }
 
 var fileDescriptor_62ba46dcb97aa817 = []byte{
-	// 377 bytes of a gzipped FileDescriptorProto
-	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0x7c, 0x92, 0xdb, 0x8b, 0x9b, 0x40,
-	0x18, 0xc5, 0x3b, 0x6a, 0x2e, 0x7e, 0x09, 0xc1, 0x0e, 0xa5, 0x08, 0x25, 0x60, 0x7c, 0x92, 0x42,
-	0x94, 0xb4, 0x50, 0x4a, 0x1f, 0x0a, 0xb5, 0x37, 0x42, 0x43, 0x12, 0x4c, 0xda, 0x87, 0xbe, 0x14,
-	0x6d, 0x07, 0x3b, 0xac, 0xce, 0xb8, 0x93, 0x51, 0xf0, 0xaf, 0xda, 0x7f, 0x71, 0x71, 0xc6, 0xbd,
-	0x84, 0x85, 0xbc, 0xc8, 0x99, 0xdf, 0x39, 0x9e, 0xf9, 0xd0, 0x0f, 0x5e, 0xf3, 0x8a, 0x30, 0x49,
-	0x0a, 0x52, 0x12, 0x29, 0xda, 0xa8, 0x12, 0x5c, 0xf2, 0xe8, 0x2f, 0x2f, 0x4b, 0xce, 0xa2, 0x66,
-	0xd5, 0xab, 0x50, 0x61, 0x3c, 0x3f, 0xcb, 0x6a, 0x18, 0xf6, 0x89, 0x66, 0xe5, 0xdf, 0x18, 0xf0,
-	0xfc, 0x93, 0x94, 0x82, 0x66, 0xb5, 0x24, 0x3f, 0x48, 0xfb, 0x2b, 0x2d, 0x6a, 0x82, 0x1d, 0x30,
-	0xaf, 0x48, 0xeb, 0x22, 0x0f, 0x05, 0x76, 0xd2, 0x49, 0xbc, 0x05, 0x4b, 0xb6, 0x15, 0x71, 0x0d,
-	0x0f, 0x05, 0xb3, 0x37, 0x1f, 0xc2, 0x8b, 0xad, 0xe1, 0x93, 0xc6, 0x50, 0x3d, 0x8f, 0x6d, 0x45,
-	0x12, 0xd5, 0x83, 0x17, 0x30, 0x3d, 0x49, 0x41, 0x59, 0xfe, 0xa7, 0xe9, 0x1c, 0xd7, 0x54, 0x57,
-	0x4d, 0x34, 0xd3, 0x43, 0xbc, 0x02, 0x9b, 0x32, 0xd9, 0xfb, 0x96, 0x87, 0x02, 0x33, 0x19, 0x53,
-	0x26, 0xb5, 0xb9, 0x80, 0xe9, 0x3f, 0x5e, 0x67, 0x05, 0xe9, 0xfd, 0x81, 0x87, 0x02, 0x94, 0x4c,
-	0x34, 0xd3, 0x91, 0x39, 0x40, 0xc6, 0x79, 0xd1, 0x07, 0x86, 0x1e, 0x0a, 0xc6, 0x89, 0xdd, 0x11,
-	0x65, 0xfb, 0xef, 0xc0, 0xbe, 0x1f, 0x0a, 0x03, 0x0c, 0x0f, 0xc7, 0x64, 0xbd, 0xfd, 0xee, 0x3c,
-	0xc3, 0x23, 0x30, 0xd7, 0xdb, 0xa3, 0x83, 0x3a, 0xf8, 0x65, 0xf7, 0x33, 0xde, 0x7c, 0x75, 0x0c,
-	0x3c, 0x06, 0x2b, 0xde, 0xed, 0x36, 0x8e, 0xe9, 0xbf, 0x87, 0xd9, 0x41, 0x4d, 0x79, 0xe1, 0x6b,
-	0xbd, 0x80, 0x81, 0xbe, 0xd5, 0x50, 0x4c, 0x1f, 0xfc, 0x6f, 0xf0, 0x72, 0xcd, 0x4e, 0x52, 0xd4,
-	0x25, 0x61, 0x32, 0x95, 0x94, 0xb3, 0x0d, 0xcd, 0x44, 0x2a, 0x5a, 0x8c, 0xc1, 0x62, 0x69, 0x49,
-	0xfa, 0x0a, 0xa5, 0xb1, 0x0b, 0xa3, 0x86, 0x88, 0x13, 0xe5, 0xac, 0x6f, 0xb9, 0x3b, 0xc6, 0xd7,
-	0xe0, 0x51, 0x7e, 0xf9, 0x0f, 0xc4, 0x93, 0xcf, 0x4a, 0xee, 0x3b, 0xbc, 0x47, 0xbf, 0x3f, 0xe6,
-	0x54, 0xfe, 0xaf, 0xb3, 0x2e, 0x10, 0x75, 0x2f, 0x2e, 0x1f, 0xb6, 0xe7, 0xac, 0x67, 0xa9, 0x77,
-	0x29, 0x27, 0x2c, 0xca, 0x1f, 0xad, 0x54, 0x36, 0x54, 0xfc, 0xed, 0x6d, 0x00, 0x00, 0x00, 0xff,
-	0xff, 0x84, 0x93, 0x08, 0x5f, 0x7a, 0x02, 0x00, 0x00,
+	// 411 bytes of a gzipped FileDescriptorProto
+	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0x94, 0x53, 0x4b, 0xab, 0xd3, 0x40,
+	0x14, 0xce, 0xdc, 0xdc, 0xdb, 0x9b, 0x9c, 0x14, 0x91, 0x41, 0xa4, 0x9b, 0x8b, 0xa1, 0x2e, 0x8c,
+	0xca, 0x4d, 0x68, 0xdd, 0xb8, 0x51, 0x69, 0x05, 0x89, 0x58, 0xb1, 0x44, 0x70, 0xa1, 0x0b, 0x49,
+	0x74, 0x88, 0x43, 0x93, 0x99, 0x3a, 0x99, 0x04, 0xf2, 0xe3, 0xfc, 0x6f, 0x32, 0x8f, 0xf4, 0xb1,
+	0x69, 0xe9, 0xee, 0xcc, 0x97, 0xef, 0x71, 0x4e, 0x66, 0x0e, 0xbc, 0xe0, 0x5b, 0xc2, 0x24, 0xa9,
+	0x48, 0x4d, 0xa4, 0xe8, 0x93, 0xad, 0xe0, 0x92, 0x27, 0xbf, 0x78, 0x5d, 0x73, 0x96, 0x74, 0x33,
+	0x5b, 0xc5, 0x1a, 0xc6, 0x77, 0x47, 0x5c, 0x03, 0xc6, 0x96, 0xd1, 0xcd, 0xa6, 0xff, 0xae, 0xc0,
+	0x5b, 0xb0, 0xfe, 0x5b, 0x5e, 0xb5, 0x04, 0x3f, 0x85, 0x71, 0x23, 0x05, 0x65, 0xe5, 0xcf, 0x4e,
+	0x9d, 0x27, 0x28, 0x44, 0x91, 0x9f, 0x3a, 0x59, 0x60, 0x50, 0x43, 0x7a, 0x02, 0x50, 0x70, 0x5e,
+	0x59, 0xca, 0x55, 0x88, 0x22, 0x2f, 0x75, 0x32, 0x5f, 0x61, 0x86, 0x70, 0x07, 0x3e, 0x65, 0xd2,
+	0x7e, 0x77, 0x43, 0x14, 0xb9, 0xa9, 0x93, 0x79, 0x94, 0xc9, 0x5d, 0xc8, 0x6f, 0xde, 0x16, 0x15,
+	0xb1, 0x8c, 0xeb, 0x10, 0x45, 0x48, 0x85, 0x18, 0xd4, 0x90, 0x56, 0x10, 0xe4, 0x42, 0xe4, 0xbd,
+	0xe5, 0xdc, 0x84, 0x28, 0x0a, 0xe6, 0xcf, 0xe3, 0x93, 0xb3, 0xc4, 0x0b, 0xa5, 0xd0, 0xfa, 0xd4,
+	0xc9, 0x20, 0xdf, 0x9d, 0xf0, 0x1a, 0xc6, 0x9b, 0xae, 0xa2, 0xcd, 0xd0, 0xd4, 0x48, 0xdb, 0xbd,
+	0x3c, 0x63, 0xf7, 0x89, 0x18, 0xf9, 0x8a, 0x36, 0x52, 0xf5, 0x67, 0x2c, 0x34, 0xb4, 0xbc, 0x85,
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+	0xbc, 0xb6, 0x6f, 0x2f, 0xd3, 0x35, 0x9e, 0xc0, 0x6d, 0x47, 0x44, 0x43, 0x39, 0xb3, 0x2e, 0xc3,
+	0x71, 0xf9, 0x17, 0x42, 0xca, 0x4f, 0x77, 0xbd, 0x0c, 0xde, 0xeb, 0x72, 0xad, 0xe0, 0x35, 0xfa,
+	0xfe, 0xb6, 0xa4, 0xf2, 0x4f, 0x5b, 0x28, 0x42, 0xa2, 0x84, 0xf7, 0xfb, 0x45, 0x3a, 0xf2, 0xb9,
+	0x37, 0x6b, 0x55, 0x12, 0x96, 0x94, 0x07, 0xdb, 0x55, 0x8c, 0x34, 0xfe, 0xea, 0x7f, 0x00, 0x00,
+	0x00, 0xff, 0xff, 0x58, 0xdb, 0x68, 0x5e, 0x85, 0x03, 0x00, 0x00,
 }
diff --git a/gen/go/resource/v1/resource.pb.go b/gen/go/resource/v1/resource.pb.go
index cfc41c45e..a92e5749e 100644
--- a/gen/go/resource/v1/resource.pb.go
+++ b/gen/go/resource/v1/resource.pb.go
@@ -24,7 +24,7 @@ const _ = proto.ProtoPackageIsVersion3 // please upgrade the proto package
 // Resource information.
 type Resource struct {
 	// Set of labels that describe the resource.
-	Attributes []*v1.AttributeKeyValue `protobuf:"bytes,1,rep,name=attributes,proto3" json:"attributes,omitempty"`
+	Attributes []*v1.KeyValue `protobuf:"bytes,1,rep,name=attributes,proto3" json:"attributes,omitempty"`
 	// dropped_attributes_count is the number of dropped attributes. If the value is 0, then
 	// no attributes were dropped.
 	DroppedAttributesCount uint32   `protobuf:"varint,2,opt,name=dropped_attributes_count,json=droppedAttributesCount,proto3" json:"dropped_attributes_count,omitempty"`
@@ -58,7 +58,7 @@ func (m *Resource) XXX_DiscardUnknown() {
 
 var xxx_messageInfo_Resource proto.InternalMessageInfo
 
-func (m *Resource) GetAttributes() []*v1.AttributeKeyValue {
+func (m *Resource) GetAttributes() []*v1.KeyValue {
 	if m != nil {
 		return m.Attributes
 	}
@@ -81,20 +81,20 @@ func init() {
 }
 
 var fileDescriptor_446f73eacf88f3f5 = []byte{
-	// 231 bytes of a gzipped FileDescriptorProto
+	// 227 bytes of a gzipped FileDescriptorProto
 	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0xe2, 0xd2, 0xcb, 0x2f, 0x48, 0xcd,
 	0x2b, 0x49, 0xcd, 0x49, 0xcd, 0x4d, 0x2d, 0x29, 0xaa, 0xd4, 0x2f, 0x28, 0xca, 0x2f, 0xc9, 0xd7,
 	0x2f, 0x4a, 0x2d, 0xce, 0x2f, 0x2d, 0x4a, 0x4e, 0xd5, 0x2f, 0x33, 0x84, 0xb3, 0xf5, 0xc0, 0x52,
 	0x42, 0xf2, 0x28, 0xea, 0x21, 0x82, 0x7a, 0x70, 0x35, 0x65, 0x86, 0x52, 0x5a, 0xd8, 0x0c, 0x4c,
-	0xce, 0xcf, 0xcd, 0xcd, 0xcf, 0x03, 0x19, 0x07, 0x61, 0x41, 0xf4, 0x29, 0x4d, 0x63, 0xe4, 0xe2,
-	0x08, 0x82, 0xea, 0x15, 0x0a, 0xe0, 0xe2, 0x4a, 0x2c, 0x29, 0x29, 0xca, 0x4c, 0x2a, 0x2d, 0x49,
-	0x2d, 0x96, 0x60, 0x54, 0x60, 0xd6, 0xe0, 0x36, 0x32, 0xd0, 0xc3, 0x66, 0x1d, 0xd4, 0x8c, 0x32,
-	0x43, 0x3d, 0x47, 0x98, 0x06, 0xef, 0xd4, 0xca, 0xb0, 0xc4, 0x9c, 0xd2, 0xd4, 0x20, 0x24, 0x33,
-	0x84, 0x2c, 0xb8, 0x24, 0x52, 0x8a, 0xf2, 0x0b, 0x0a, 0x52, 0x53, 0xe2, 0x11, 0xa2, 0xf1, 0xc9,
-	0xf9, 0xa5, 0x79, 0x25, 0x12, 0x4c, 0x0a, 0x8c, 0x1a, 0xbc, 0x41, 0x62, 0x50, 0x79, 0xb8, 0x39,
-	0xc5, 0xce, 0x20, 0x59, 0xa7, 0x72, 0x2e, 0xa5, 0xcc, 0x7c, 0x3d, 0x02, 0x5e, 0x75, 0xe2, 0x85,
-	0xb9, 0x3d, 0x00, 0x24, 0x15, 0xc0, 0x18, 0xe5, 0x90, 0x9e, 0x59, 0x92, 0x51, 0x9a, 0x04, 0x72,
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-	0x7e, 0x3a, 0x4a, 0x68, 0x27, 0xb1, 0x81, 0x65, 0x8c, 0x01, 0x01, 0x00, 0x00, 0xff, 0xff, 0xc9,
-	0xc6, 0x84, 0x9f, 0x97, 0x01, 0x00, 0x00,
+	0xce, 0xcf, 0xcd, 0xcd, 0xcf, 0x03, 0x19, 0x07, 0x61, 0x41, 0xf4, 0x29, 0xf5, 0x32, 0x72, 0x71,
+	0x04, 0x41, 0xf5, 0x0a, 0xb9, 0x73, 0x71, 0x25, 0x96, 0x94, 0x14, 0x65, 0x26, 0x95, 0x96, 0xa4,
+	0x16, 0x4b, 0x30, 0x2a, 0x30, 0x6b, 0x70, 0x1b, 0xa9, 0xeb, 0x61, 0xb3, 0x0e, 0x6a, 0x46, 0x99,
+	0xa1, 0x9e, 0x77, 0x6a, 0x65, 0x58, 0x62, 0x4e, 0x69, 0x6a, 0x10, 0x92, 0x56, 0x21, 0x0b, 0x2e,
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+	0x75, 0x2a, 0xe7, 0x52, 0xca, 0xcc, 0xd7, 0x23, 0xe0, 0x43, 0x27, 0x5e, 0x98, 0x93, 0x03, 0x40,
+	0x52, 0x01, 0x8c, 0x51, 0x0e, 0xe9, 0x99, 0x25, 0x19, 0xa5, 0x49, 0x20, 0x77, 0xe9, 0x83, 0x34,
+	0xeb, 0x22, 0xbc, 0x8f, 0x62, 0x96, 0x2e, 0x24, 0x30, 0xd2, 0x53, 0xf3, 0xf4, 0xd3, 0x51, 0x02,
+	0x39, 0x89, 0x0d, 0x2c, 0x63, 0x0c, 0x08, 0x00, 0x00, 0xff, 0xff, 0xba, 0x7f, 0x2f, 0x93, 0x8e,
+	0x01, 0x00, 0x00,
 }
diff --git a/gen/go/trace/v1/trace.pb.go b/gen/go/trace/v1/trace.pb.go
index 7bda6aadb..7aaf1c0f0 100644
--- a/gen/go/trace/v1/trace.pb.go
+++ b/gen/go/trace/v1/trace.pb.go
@@ -324,7 +324,7 @@ type Span struct {
 	//     "/http/server_latency": 300
 	//     "abc.com/myattribute": true
 	//     "abc.com/score": 10.239
-	Attributes []*v11.AttributeKeyValue `protobuf:"bytes,9,rep,name=attributes,proto3" json:"attributes,omitempty"`
+	Attributes []*v11.KeyValue `protobuf:"bytes,9,rep,name=attributes,proto3" json:"attributes,omitempty"`
 	// dropped_attributes_count is the number of attributes that were discarded. Attributes
 	// can be discarded because their keys are too long or because there are too many
 	// attributes. If this value is 0, then no attributes were dropped.
@@ -430,7 +430,7 @@ func (m *Span) GetEndTimeUnixNano() uint64 {
 	return 0
 }
 
-func (m *Span) GetAttributes() []*v11.AttributeKeyValue {
+func (m *Span) GetAttributes() []*v11.KeyValue {
 	if m != nil {
 		return m.Attributes
 	}
@@ -488,7 +488,7 @@ type Span_Event struct {
 	// This field is semantically required to be set to non-empty string.
 	Name string `protobuf:"bytes,2,opt,name=name,proto3" json:"name,omitempty"`
 	// attributes is a collection of attribute key/value pairs on the event.
-	Attributes []*v11.AttributeKeyValue `protobuf:"bytes,3,rep,name=attributes,proto3" json:"attributes,omitempty"`
+	Attributes []*v11.KeyValue `protobuf:"bytes,3,rep,name=attributes,proto3" json:"attributes,omitempty"`
 	// dropped_attributes_count is the number of dropped attributes. If the value is 0,
 	// then no attributes were dropped.
 	DroppedAttributesCount uint32   `protobuf:"varint,4,opt,name=dropped_attributes_count,json=droppedAttributesCount,proto3" json:"dropped_attributes_count,omitempty"`
@@ -536,7 +536,7 @@ func (m *Span_Event) GetName() string {
 	return ""
 }
 
-func (m *Span_Event) GetAttributes() []*v11.AttributeKeyValue {
+func (m *Span_Event) GetAttributes() []*v11.KeyValue {
 	if m != nil {
 		return m.Attributes
 	}
@@ -563,7 +563,7 @@ type Span_Link struct {
 	// The trace_state associated with the link.
 	TraceState string `protobuf:"bytes,3,opt,name=trace_state,json=traceState,proto3" json:"trace_state,omitempty"`
 	// attributes is a collection of attribute key/value pairs on the link.
-	Attributes []*v11.AttributeKeyValue `protobuf:"bytes,4,rep,name=attributes,proto3" json:"attributes,omitempty"`
+	Attributes []*v11.KeyValue `protobuf:"bytes,4,rep,name=attributes,proto3" json:"attributes,omitempty"`
 	// dropped_attributes_count is the number of dropped attributes. If the value is 0,
 	// then no attributes were dropped.
 	DroppedAttributesCount uint32   `protobuf:"varint,5,opt,name=dropped_attributes_count,json=droppedAttributesCount,proto3" json:"dropped_attributes_count,omitempty"`
@@ -618,7 +618,7 @@ func (m *Span_Link) GetTraceState() string {
 	return ""
 }
 
-func (m *Span_Link) GetAttributes() []*v11.AttributeKeyValue {
+func (m *Span_Link) GetAttributes() []*v11.KeyValue {
 	if m != nil {
 		return m.Attributes
 	}
@@ -700,68 +700,68 @@ func init() {
 }
 
 var fileDescriptor_5c407ac9c675a601 = []byte{
-	// 1008 bytes of a gzipped FileDescriptorProto
+	// 1006 bytes of a gzipped FileDescriptorProto
 	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0xb4, 0x56, 0xcd, 0x6e, 0x1b, 0x37,
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-	0x32, 0x1a, 0x97, 0x36, 0x90, 0xea, 0x48, 0x46, 0x82, 0xda, 0x79, 0xb4, 0x03, 0xd5, 0x8e, 0x1f,
-	0x30, 0x42, 0xaf, 0xdc, 0x4b, 0x1e, 0xaa, 0xd0, 0x2e, 0x68, 0xda, 0x90, 0x05, 0x73, 0x1e, 0x86,
-	0x5c, 0x8a, 0x1e, 0x13, 0x9c, 0x51, 0xbb, 0x88, 0x9e, 0xc1, 0x4e, 0x7a, 0xd3, 0xba, 0x97, 0xe7,
-	0x24, 0x0a, 0x15, 0xa3, 0x76, 0x09, 0xed, 0x01, 0x3a, 0x22, 0xdc, 0x67, 0x74, 0x18, 0xb0, 0xa9,
-	0x14, 0x94, 0xeb, 0x8b, 0xc7, 0xde, 0x42, 0x65, 0x28, 0x76, 0x26, 0x32, 0xd0, 0x20, 0x40, 0x35,
-	0x80, 0xd3, 0x48, 0x9d, 0xfe, 0x8a, 0x89, 0x98, 0x31, 0xbb, 0xac, 0x45, 0xc7, 0x82, 0xcf, 0x17,
-	0xfa, 0xd8, 0x84, 0x86, 0x54, 0xb4, 0xa9, 0x2f, 0x14, 0x0b, 0x04, 0xf1, 0xe3, 0x9a, 0xaa, 0x68,
-	0x1b, 0xca, 0x63, 0x41, 0x96, 0x84, 0xfb, 0x64, 0xe2, 0x33, 0xbb, 0xa6, 0x33, 0xef, 0x11, 0x45,
-	0x4e, 0x64, 0x18, 0xda, 0xdb, 0xba, 0xe4, 0xb1, 0x20, 0x91, 0x3a, 0x67, 0x42, 0xf1, 0x29, 0xd1,
-	0x61, 0xec, 0x8f, 0x02, 0x5e, 0x71, 0xb9, 0xb1, 0x29, 0x1f, 0xe1, 0x4c, 0xaf, 0x86, 0xda, 0x38,
-	0xb4, 0x7e, 0xf9, 0x30, 0xe3, 0xea, 0x3c, 0x9a, 0xe8, 0x69, 0x6d, 0x6b, 0xda, 0xdb, 0x9b, 0xf7,
-	0xcb, 0x4a, 0x94, 0xb7, 0xf1, 0x6b, 0x66, 0xc6, 0x44, 0x7b, 0x76, 0xf3, 0x90, 0x9a, 0x14, 0x8c,
-	0xf9, 0xdb, 0xff, 0x03, 0x00, 0x00, 0xff, 0xff, 0x17, 0xf4, 0x60, 0x4c, 0x6f, 0x09, 0x00, 0x00,
+	0x10, 0xce, 0xea, 0xdf, 0xa3, 0x1f, 0xaf, 0x99, 0xc4, 0xd9, 0x38, 0x2d, 0x22, 0x08, 0x01, 0xaa,
+	0x36, 0x88, 0x54, 0xbb, 0x28, 0x90, 0x02, 0x0d, 0x5a, 0x45, 0x5a, 0x17, 0x82, 0x5d, 0x59, 0xa0,
+	0xac, 0x1c, 0x7a, 0x11, 0x28, 0x91, 0x95, 0x09, 0xaf, 0x48, 0x81, 0xcb, 0x55, 0xed, 0x43, 0x9f,
+	0xa7, 0x4f, 0xd1, 0x5b, 0x81, 0x3e, 0x41, 0xaf, 0xbd, 0xf7, 0x2d, 0x0a, 0x72, 0x77, 0x6d, 0x2b,
+	0xb0, 0xe5, 0x5c, 0x7c, 0xb1, 0x87, 0x33, 0xdf, 0x37, 0xdf, 0x0c, 0x67, 0x56, 0xbb, 0xd0, 0x94,
+	0x4b, 0x26, 0x34, 0x0b, 0xd8, 0x82, 0x69, 0x75, 0xd9, 0x5e, 0x2a, 0xa9, 0x65, 0x5b, 0x2b, 0x32,
+	0x63, 0xed, 0xd5, 0x7e, 0x6c, 0xb4, 0xac, 0x13, 0x7d, 0xb6, 0x86, 0x8c, 0x9d, 0xad, 0x18, 0xb0,
+	0xda, 0xdf, 0xfb, 0xea, 0xb6, 0x3c, 0x33, 0xb9, 0x58, 0x48, 0x61, 0x12, 0xc5, 0x56, 0x4c, 0xda,
+	0x6b, 0xdd, 0x86, 0x55, 0x2c, 0x94, 0x91, 0x8a, 0x65, 0x53, 0x3b, 0xc6, 0x37, 0xfe, 0x71, 0xa0,
+	0x8a, 0x13, 0xd7, 0x68, 0x49, 0x44, 0x88, 0x7c, 0x28, 0xa5, 0x18, 0xcf, 0xa9, 0x3b, 0xcd, 0xf2,
+	0xc1, 0x97, 0xad, 0xdb, 0xca, 0xbb, 0x4a, 0xb4, 0xda, 0x6f, 0xa5, 0x19, 0xf0, 0x15, 0x15, 0xfd,
+	0x0e, 0x9f, 0x73, 0x11, 0x6a, 0x15, 0x2d, 0x98, 0xd0, 0x44, 0x73, 0x29, 0x26, 0x01, 0x9f, 0x2a,
+	0xa2, 0x2e, 0x27, 0xa1, 0xd1, 0xf1, 0x32, 0xf5, 0x6c, 0xb3, 0x7c, 0xf0, 0x5d, 0x6b, 0x53, 0xeb,
+	0xad, 0xfe, 0x7a, 0x8a, 0xe3, 0x38, 0x83, 0x2d, 0x14, 0xbf, 0xe0, 0x77, 0x07, 0x1b, 0x7f, 0x3b,
+	0xf0, 0x62, 0x03, 0x19, 0x09, 0x78, 0x76, 0x47, 0x79, 0x49, 0xd3, 0xdf, 0xde, 0x5a, 0x58, 0x72,
+	0xd7, 0x77, 0x56, 0x86, 0x77, 0x6f, 0x2f, 0x0a, 0xbd, 0x85, 0xfc, 0xcd, 0xb6, 0x1b, 0x9b, 0xdb,
+	0x36, 0x35, 0xe2, 0x98, 0xd0, 0xf8, 0x6f, 0x0b, 0x72, 0xe6, 0x8c, 0x9e, 0x43, 0xc9, 0x02, 0x26,
+	0x9c, 0xda, 0x1a, 0x2b, 0xb8, 0x68, 0xcf, 0x7d, 0x8a, 0x9e, 0x41, 0xd1, 0x80, 0x4d, 0x24, 0x63,
+	0x23, 0x05, 0x73, 0xec, 0x53, 0xf4, 0x12, 0xca, 0x31, 0x27, 0xd4, 0x44, 0x33, 0x2f, 0x5b, 0x77,
+	0x9a, 0x5b, 0x18, 0xac, 0x6b, 0x64, 0x3c, 0xe8, 0x15, 0xd4, 0x96, 0x44, 0x31, 0xa1, 0x27, 0x69,
+	0x82, 0x9c, 0x4d, 0x50, 0x89, 0xbd, 0xa3, 0x38, 0x0d, 0x82, 0x9c, 0x20, 0x0b, 0xe6, 0xe5, 0x2d,
+	0xdf, 0xda, 0xe8, 0x07, 0xc8, 0x9d, 0x73, 0x41, 0xbd, 0x42, 0xdd, 0x69, 0xd6, 0x0e, 0x5e, 0xdf,
+	0xdf, 0x90, 0xfd, 0x73, 0xc4, 0x05, 0xc5, 0x96, 0x88, 0xda, 0xf0, 0x24, 0xd4, 0x44, 0xe9, 0x89,
+	0xe6, 0x0b, 0x36, 0x89, 0x04, 0xbf, 0x98, 0x08, 0x22, 0xa4, 0x57, 0xac, 0x3b, 0xcd, 0x02, 0xde,
+	0xb1, 0xb1, 0x53, 0xbe, 0x60, 0x63, 0xc1, 0x2f, 0x06, 0x44, 0x48, 0xf4, 0x1a, 0x10, 0x13, 0xf4,
+	0x63, 0x78, 0xc9, 0xc2, 0xb7, 0x99, 0xa0, 0x6b, 0xe0, 0x9f, 0x00, 0x88, 0xd6, 0x8a, 0x4f, 0x23,
+	0xcd, 0x42, 0x6f, 0xcb, 0xde, 0xfa, 0x17, 0xf7, 0xcc, 0xf4, 0x88, 0x5d, 0x7e, 0x20, 0x41, 0xc4,
+	0xf0, 0x0d, 0x2a, 0x7a, 0x0b, 0x1e, 0x55, 0x72, 0xb9, 0x64, 0x74, 0x72, 0xed, 0x9d, 0xcc, 0x64,
+	0x24, 0xb4, 0x07, 0x75, 0xa7, 0x59, 0xc5, 0xbb, 0x49, 0xbc, 0x73, 0x15, 0xee, 0x9a, 0x28, 0xfa,
+	0x11, 0x0a, 0x6c, 0xc5, 0x84, 0x0e, 0xbd, 0xb2, 0x95, 0x6f, 0x7e, 0xc2, 0x1d, 0xf9, 0x86, 0x80,
+	0x13, 0x1e, 0xfa, 0x1a, 0x9e, 0xa4, 0xda, 0xb1, 0x27, 0xd1, 0xad, 0x58, 0x5d, 0x94, 0xc4, 0x2c,
+	0x27, 0xd1, 0x7c, 0x07, 0xf9, 0x80, 0x8b, 0xf3, 0xd0, 0xab, 0x6e, 0xe8, 0x78, 0x5d, 0xf2, 0x98,
+	0x8b, 0x73, 0x1c, 0xb3, 0x50, 0x0b, 0x1e, 0xa7, 0x82, 0xd6, 0x91, 0xe8, 0xd5, 0xac, 0xde, 0x4e,
+	0x12, 0x32, 0x84, 0x44, 0xee, 0x7b, 0x28, 0x98, 0xcd, 0x8a, 0x42, 0x6f, 0xdb, 0x3e, 0x35, 0xaf,
+	0xee, 0xd1, 0xb3, 0x58, 0x9c, 0x70, 0xf6, 0xfe, 0x72, 0x20, 0x6f, 0x8b, 0x37, 0x6b, 0xf8, 0xd1,
+	0x58, 0x1d, 0x3b, 0xd6, 0x8a, 0xbe, 0x39, 0xd3, 0x74, 0x0d, 0x33, 0x37, 0xd6, 0x70, 0x7d, 0xce,
+	0xd9, 0x87, 0x99, 0x73, 0x6e, 0xd3, 0x9c, 0xf7, 0xfe, 0x75, 0x20, 0x67, 0xee, 0xe4, 0x61, 0x9e,
+	0xd0, 0xf5, 0x06, 0x73, 0x0f, 0xd3, 0x60, 0x7e, 0x53, 0x83, 0x8d, 0x39, 0x94, 0xd2, 0x67, 0x17,
+	0x3d, 0x87, 0xa7, 0xa3, 0x61, 0x67, 0x30, 0x39, 0xea, 0x0f, 0x7a, 0x93, 0xf1, 0x60, 0x34, 0xf4,
+	0xbb, 0xfd, 0xc3, 0xbe, 0xdf, 0x73, 0x1f, 0xa1, 0x0a, 0x94, 0xfa, 0x83, 0x53, 0x1f, 0x0f, 0x3a,
+	0xc7, 0xae, 0x83, 0x00, 0x0a, 0x23, 0x1f, 0x7f, 0xf0, 0xb1, 0x9b, 0x31, 0x76, 0xf7, 0xb8, 0xef,
+	0x0f, 0x4e, 0xdd, 0xac, 0x41, 0x0d, 0xf1, 0x49, 0x6f, 0xdc, 0xf5, 0xb1, 0x9b, 0x33, 0xa7, 0xee,
+	0xc9, 0x60, 0x34, 0xfe, 0xd9, 0xc7, 0x6e, 0xbe, 0xf1, 0x47, 0x16, 0x0a, 0xf1, 0x8e, 0xa0, 0x2e,
+	0xe4, 0x66, 0x92, 0xc6, 0xaf, 0xa0, 0xda, 0x41, 0xfb, 0x53, 0xf6, 0x2a, 0xf9, 0xd7, 0x95, 0x94,
+	0x61, 0x4b, 0x46, 0x1e, 0x14, 0x17, 0x2c, 0x0c, 0xc9, 0x3c, 0xdd, 0x99, 0xf4, 0xd8, 0xf8, 0x33,
+	0x03, 0x70, 0x0d, 0x47, 0x05, 0xc8, 0x9c, 0x9c, 0xbb, 0x8f, 0x50, 0x15, 0xb6, 0xba, 0x44, 0xcc,
+	0x58, 0x10, 0x30, 0xea, 0x3a, 0xc8, 0x85, 0xca, 0x58, 0x9c, 0x0b, 0xf9, 0x9b, 0xf0, 0x95, 0x92,
+	0xca, 0xcd, 0xa0, 0xc7, 0xb0, 0xdd, 0x17, 0x2b, 0x12, 0x70, 0xda, 0x51, 0x73, 0xfb, 0x33, 0xef,
+	0x66, 0xd1, 0x13, 0x70, 0x7b, 0x8c, 0xd0, 0x80, 0x0b, 0xe6, 0x5f, 0xcc, 0x18, 0xa3, 0x8c, 0xc6,
+	0xad, 0x0d, 0xa4, 0x3e, 0x94, 0x91, 0xa0, 0x6e, 0x1e, 0xed, 0x40, 0xb5, 0x13, 0x28, 0x46, 0xe8,
+	0xa5, 0x7f, 0xc1, 0x43, 0x1d, 0xba, 0x05, 0x43, 0x1b, 0x32, 0xb5, 0xe0, 0x61, 0xc8, 0xa5, 0xe8,
+	0x31, 0xc1, 0x19, 0x75, 0x8b, 0xe8, 0x29, 0xec, 0xa4, 0xaf, 0x53, 0xff, 0xe2, 0x8c, 0x44, 0xa1,
+	0x66, 0xd4, 0x2d, 0xa1, 0x5d, 0x40, 0x87, 0x84, 0x07, 0x8c, 0x0e, 0x15, 0x9b, 0x49, 0x41, 0xb9,
+	0x79, 0xbb, 0xb8, 0x5b, 0xa8, 0x0c, 0xc5, 0xce, 0x54, 0x2a, 0x03, 0x02, 0x54, 0x03, 0x38, 0x89,
+	0xf4, 0xc9, 0xaf, 0x98, 0x88, 0x39, 0x73, 0xcb, 0x46, 0x74, 0x2c, 0xf8, 0x62, 0x69, 0xae, 0x4d,
+	0x18, 0x48, 0xc5, 0xb8, 0xfa, 0x42, 0x33, 0x25, 0x48, 0x10, 0xf7, 0x54, 0x45, 0xdb, 0x50, 0x1e,
+	0x0b, 0xb2, 0x22, 0x3c, 0x20, 0xd3, 0x80, 0xb9, 0x35, 0x53, 0x79, 0x8f, 0x68, 0x72, 0x2c, 0xc3,
+	0xd0, 0xdd, 0x36, 0x2d, 0x8f, 0x05, 0x89, 0xf4, 0x19, 0x13, 0x9a, 0xcf, 0x88, 0x49, 0xe3, 0xbe,
+	0x17, 0xf0, 0x92, 0xcb, 0x8d, 0x43, 0x79, 0x0f, 0xa7, 0xc6, 0x1a, 0x1a, 0xe7, 0xd0, 0xf9, 0xe5,
+	0xdd, 0x9c, 0xeb, 0xb3, 0x68, 0x6a, 0x96, 0xb4, 0x6d, 0x68, 0x6f, 0xae, 0x3f, 0x52, 0xd6, 0xb2,
+	0xbc, 0x89, 0x3f, 0x59, 0xe6, 0x4c, 0xb4, 0xe7, 0xd7, 0x5f, 0x4b, 0xd3, 0x82, 0x75, 0x7f, 0xf3,
+	0x7f, 0x00, 0x00, 0x00, 0xff, 0xff, 0x35, 0xda, 0x0b, 0xc1, 0x54, 0x09, 0x00, 0x00,
 }
diff --git a/opentelemetry/proto/common/v1/common.proto b/opentelemetry/proto/common/v1/common.proto
index 45fbcdb75..49bf436b2 100644
--- a/opentelemetry/proto/common/v1/common.proto
+++ b/opentelemetry/proto/common/v1/common.proto
@@ -21,34 +21,49 @@ option java_package = "io.opentelemetry.proto.common.v1";
 option java_outer_classname = "CommonProto";
 option go_package = "github.com/open-telemetry/opentelemetry-proto/gen/go/common/v1";
 
-// AttributeKeyValue is a key-value pair that is used to store Span attributes, Link
-// attributes, etc.
-message AttributeKeyValue {
-  // ValueType is the enumeration of possible types that value can have.
-  enum ValueType {
-    STRING  = 0;
-    INT     = 1;
-    DOUBLE  = 2;
-    BOOL    = 3;
-  };
-
-  // key part of the key-value pair.
-  string key = 1;
+// AnyValue is used to represent any type of attribute value. AnyValue may contain a
+// primitive value such as a string or integer or it may contain an arbitrary nested
+// object containing arrays, key-value lists and primitives.
+message AnyValue {
+  // The value is one of the listed fields. It is valid for all values to be unspecified
+  // in which case this AnyValue is considered to be "null".
+  oneof value {
+    string string_value = 1;
+    bool bool_value = 2;
+    int64 int_value = 3;
+    double double_value = 4;
+    ArrayValue array_value = 5;
+    KeyValueList kvlist_value = 6;
+  }
+}
 
-  // type of the value.
-  ValueType type = 2;
+// ArrayValue is a list of AnyValue messages. We need ArrayValue as a message
+// since oneof in AnyValue does not allow repeated fields.
+message ArrayValue {
+  // Array of values. The array may be empty (contain 0 elements).
+  repeated AnyValue values = 1;
+}
 
-  // Only one of the following fields is supposed to contain data (determined by `type` field).
-  // This is deliberately not using Protobuf `oneof` for performance reasons (verified by benchmarks).
+// KeyValueList is a list of KeyValue messages. We need KeyValueList as a message
+// since `oneof` in AnyValue does not allow repeated fields. Everywhere else where we need
+// a list of KeyValue messages (e.g. in Span) we use `repeated KeyValue` directly to
+// avoid unnecessary extra wrapping (which slows down the protocol). The 2 approaches
+// are semantically equivalent.
+message KeyValueList {
+  // A collection of key/value pairs of key-value pairs. The list may be empty (may
+  // contain 0 elements).
+  repeated KeyValue values = 1;
+}
 
-  string string_value = 3;
-  int64 int_value = 4;
-  double double_value = 5;
-  bool bool_value = 6;
+// KeyValue is a key-value pair that is used to store Span attributes, Link
+// attributes, etc.
+message KeyValue {
+  string key = 1;
+  AnyValue value = 2;
 }
 
 // StringKeyValue is a pair of key/value strings. This is the simpler (and faster) version
-// of AttributeKeyValue that only supports string values.
+// of KeyValue that only supports string values.
 message StringKeyValue {
   string key = 1;
   string value = 2;
diff --git a/opentelemetry/proto/resource/v1/resource.proto b/opentelemetry/proto/resource/v1/resource.proto
index a9e1711af..fa5d97c6f 100644
--- a/opentelemetry/proto/resource/v1/resource.proto
+++ b/opentelemetry/proto/resource/v1/resource.proto
@@ -26,7 +26,7 @@ option go_package = "github.com/open-telemetry/opentelemetry-proto/gen/go/resour
 // Resource information.
 message Resource {
   // Set of labels that describe the resource.
-  repeated opentelemetry.proto.common.v1.AttributeKeyValue attributes = 1;
+  repeated opentelemetry.proto.common.v1.KeyValue attributes = 1;
 
   // dropped_attributes_count is the number of dropped attributes. If the value is 0, then
   // no attributes were dropped.
diff --git a/opentelemetry/proto/trace/v1/trace.proto b/opentelemetry/proto/trace/v1/trace.proto
index 33a6aea07..5a2350fde 100644
--- a/opentelemetry/proto/trace/v1/trace.proto
+++ b/opentelemetry/proto/trace/v1/trace.proto
@@ -157,7 +157,7 @@ message Span {
   //     "/http/server_latency": 300
   //     "abc.com/myattribute": true
   //     "abc.com/score": 10.239
-  repeated opentelemetry.proto.common.v1.AttributeKeyValue attributes = 9;
+  repeated opentelemetry.proto.common.v1.KeyValue attributes = 9;
 
   // dropped_attributes_count is the number of attributes that were discarded. Attributes
   // can be discarded because their keys are too long or because there are too many
@@ -175,7 +175,7 @@ message Span {
     string name = 2;
 
     // attributes is a collection of attribute key/value pairs on the event.
-    repeated opentelemetry.proto.common.v1.AttributeKeyValue attributes = 3;
+    repeated opentelemetry.proto.common.v1.KeyValue attributes = 3;
 
     // dropped_attributes_count is the number of dropped attributes. If the value is 0,
     // then no attributes were dropped.
@@ -205,7 +205,7 @@ message Span {
     string trace_state = 3;
 
     // attributes is a collection of attribute key/value pairs on the link.
-    repeated opentelemetry.proto.common.v1.AttributeKeyValue attributes = 4;
+    repeated opentelemetry.proto.common.v1.KeyValue attributes = 4;
 
     // dropped_attributes_count is the number of dropped attributes. If the value is 0,
     // then no attributes were dropped.