{"id":1538212,"date":"2024-06-09T09:47:44","date_gmt":"2024-06-09T13:47:44","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1538212"},"modified":"2024-06-09T09:49:03","modified_gmt":"2024-06-09T13:49:03","slug":"google-ad-manager-launches-programmatic-email-ads","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/google-ad-manager-launches-programmatic-email-ads","title":{"rendered":"Google Ad Manager Launches Programmatic Email Ads"},"content":{"rendered":"<p>Google Ad Manager has quietly published <a class=\"editor-rtfLink\" href=\"https:\/\/support.google.com\/admanager\/answer\/14292448?sjid=14194568918065756196-NA\" target=\"_blank\" rel=\"noopener\">documentation<\/a> for a beta version of an advertising tag for <a class=\"editor-rtfLink\" href=\"https:\/\/developers.google.com\/publisher-tag\/tagless\/newsletter-ads\" target=\"_blank\" rel=\"noopener\">email newsletters<\/a>.<\/p>\n<p>Email ads are <a class=\"editor-rtfLink\" href=\"https:\/\/www.practicalecommerce.com\/email-and-text-marketing-are-cookie-proof\" target=\"_blank\" rel=\"noopener\">cookie-proof<\/a>. They do not depend on third-party tracking cookies for targeting. The end of tracking cookies in web browsers (as soon as 2025) has publishers and advertisers searching for <a href=\"https:\/\/www.practicalecommerce.com\/second-party-data-could-unlock-ad-targeting\">new channels<\/a>.<\/p>\n<p>Email&#8217;s targeting capability could be the primary reason GAM is adding support.<\/p>\n<h3>Email Ads<\/h3>\n<p>Email ads typically fall into three categories:<\/p>\n<ul>\n<li>Sponsorships: flat rate.<\/li>\n<li>Context-based: priced per action.<\/li>\n<li>Subscriber-targeted programmatic: priced per action.<\/li>\n<\/ul>\n<p>In a technical sense, GAM is adding support for all of these. But functionally, the beta will best support programmatic ad slots. Let&#8217;s consider each type and then look at ad formats.<\/p>\n<h4>Sponsorships<\/h4>\n<p>Newsletter sponsorships are often personal endorsements of the sender. In the example below, the photograph may be the newsletter author using the product on a fishing trip. The ad is the author&#8217;s recommendation.<\/p>\n<div id=\"attachment_1538217\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1538217\" class=\"wp-image-1538217 size-large\" title=\"Screenshot of an ad in fishing-related newsletter\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship-570x380.jpg\" alt=\"Screenshot of an ad in fishing-related newsletter\" width=\"570\" height=\"380\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship-570x380.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship-300x200.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship-360x240.jpg 360w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship-768x512.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship-1536x1024.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-sponsorship.jpg 1800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1538217\" class=\"wp-caption-text\">A newsletter sponsorship is often a personal endorsement from the sender.<\/p><\/div>\n<p>In this case, the fishing gear promotion resembles an old-style print or television ad. It&#8217;s mass media on a small scale. A newsletter publisher with an audience of fly fishermen sells a sponsorship to a fishing gear company that goes to everyone on the list.<\/p>\n<p>Sponsorships can transfer trust from the newsletter to the advertiser and produce strong sales.<\/p>\n<p>Pricing for sponsorships is typically a flat rate.<\/p>\n<h4>Context-based<\/h4>\n<p>Context-based ads focus on the email&#8217;s subject matter and are similar to sponsorships with one advertiser per deployment (sometimes in multiple locations), sent to all subscribers.<\/p>\n<div id=\"attachment_1538216\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-context-ad.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1538216\" class=\"wp-image-1538216 size-large\" title=\"Screenshot of another ad written by the advertiser in a fishing-related newsletter\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-context-ad-570x340.jpg\" alt=\"Screenshot of another ad written by the advertiser in a fishing-related newsletter\" width=\"570\" height=\"340\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-context-ad-570x340.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-context-ad-300x179.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-context-ad-768x458.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-context-ad-1536x916.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-context-ad.jpg 1800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1538216\" class=\"wp-caption-text\">Context-based performance advertisers compose the ads and target an email&#8217;s context.<\/p><\/div>\n<p>Context-based performance ads most often feature advertiser-written copy. There is no personal endorsement.<\/p>\n<p>The pricing is usually action-based, such as cost-per-impression, cost-per-click, or cost-per-sale.<\/p>\n<h4>Programmatic<\/h4>\n<p>Subscriber-targeted programmatic ads are the email equivalent of pay-per-click ads on Google search or social media. This ad unit is a linked image.<\/p>\n<div id=\"attachment_1538214\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-programmatic.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1538214\" class=\"wp-image-1538214 size-large\" title=\"Screenshot of display ad containing an illustration of a boy fishing\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-programmatic-570x380.jpg\" alt=\"Screenshot of display ad containing an illustration of a boy fishing\" width=\"570\" height=\"380\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-programmatic-570x380.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-programmatic-300x200.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-programmatic-360x240.jpg 360w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-programmatic-768x512.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/060824-programmatic.jpg 1344w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1538214\" class=\"wp-caption-text\">This ad unit is essentially a digital display advertisement.<\/p><\/div>\n<p>Importantly, the ad is based on the recipient, not solely on the content. So, someone reading about rods and reels might see a retargeting ad for laundry detergent.<\/p>\n<p>In theory, a fly fishing newsletter with 100,000 subscribers might show 100,000 different ads.<\/p>\n<p>Pricing for programmatic ads is performance-based.<\/p>\n<h3>Ad Formats<\/h3>\n<p>Inserting sponsorship or context-based ads requires little setup since every subscriber sees the same headline, ad copy, and call-to-action. Publishers can use HTML or drag-and-drop tools for those items, depending on the email platform. It is a native ad, meaning its format is identical to the newsletter&#8217;s format, i.e., native HTML.<\/p>\n<p>Programmatic ads from Google Ad Manager and all other providers use a linked HTML image tag that includes a unique identifier for each subscriber, but not ad components such as a headline.<\/p>\n<pre>&lt;div class=\"sponsorship\"&gt;\r\n\r\n    &lt;a href=\"...\"&gt;\r\n\r\n        &lt;img src=\"...&amp;clkk=UNIQUE_ID\"&gt;\r\n\r\n    &lt;\/a&gt;\r\n\r\n&lt;\/div&gt;<\/pre>\n<p>When a subscriber opens the newsletter, the email client \u2014 Gmail or Apple Mail, for example \u2014 requests the image from the ad&#8217;s server. The server reads the subscriber&#8217;s unique ID and returns an ad image targeted at that person.<\/p>\n<p>The image will include all ad components: headline, copy, CTA.<\/p>\n<h3>GAM Email Ad Tag<\/h3>\n<p>Google Ad Manager requires two email anchor tags &lt;a&gt; and an image tag &lt;img&gt;. Let&#8217;s focus on the image tag to demonstrate how parameters are passed to the ad server.<\/p>\n<p>First, the <em>src<\/em> image-tag property will start with a path to the ad server.<\/p>\n<pre style=\"padding-left: 30px;\">https:\/\/securepubads.g.doubleclick.net\/gampad\/ad<\/pre>\n<p>The newsletter publisher will then append parameters to this base URL.<\/p>\n\n<table id=\"tablepress-130\" class=\"tablepress tablepress-id-130\">\n<tbody class=\"row-striping row-hover\">\n<tr class=\"row-1\">\n\t<td class=\"column-1\">ptt<\/td><td class=\"column-2\">Identifies the ad as a newsletter and must have the value \"21.\"<\/td>\n<\/tr>\n<tr class=\"row-2\">\n\t<td class=\"column-1\">iu<\/td><td class=\"column-2\">Specifies the Ad Manager ad unit to display.<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">sz<\/td><td class=\"column-2\">An HTML-encoded list of acceptable ad sizes where  216x36|300x50|320x50 would be 216x36%7c300x50%7c320x50.<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">clkk<\/td><td class=\"column-2\">The unique subscriber identifier.<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">clkp<\/td><td class=\"column-2\">Specifies the ad slot in the newsletter, i.e., \"top\" or \"middle\".<\/td>\n<\/tr>\n<tr class=\"row-6\">\n\t<td class=\"column-1\">url<\/td><td class=\"column-2\">The \u201cview in browser\u201d URL for the current newsletter.<\/td>\n<\/tr>\n<tr class=\"row-7\">\n\t<td class=\"column-1\">t<\/td><td class=\"column-2\">An optional key-value pair for reporting or performance tracking.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-130 from cache -->\n<p>The most critical parameter is the <em>clkk<\/em>. It combines a unique subscriber identifier, a campaign identifier, and the date in a day-month-year format.<\/p>\n<pre style=\"padding-left: 30px;\">*|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d\/m\/y|*<\/pre>\n<p>GAM prohibits publishers from passing personally identifiable information in the unique subscriber identifier. So send a hashed email address, not the plain text version.<\/p>\n<h3>Unit Performance<\/h3>\n<p>The GAM tag functions for sponsorships, context-based, or programmatic ads, but it delivers image ads only. Subscribers with images turned off won&#8217;t see the message. Moreover, GAM&#8217;s image tags link to Doubleclick.net, a prominent ad server. Every ad blocker will remove it.<\/p>\n<p>Thus GAM email tags are best suited for programmatic, as publishers can insert sponsorships and context-based ads without an ad management platform.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ad management platform quietly added a beta tag for email newsletters, perhaps due to third-party cookies.<\/p>\n","protected":false},"author":391,"featured_media":1538243,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58298],"tags":[],"class_list":["post-1538212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Ad Manager Launches Programmatic Email Ads - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"The ad management platform quietly added a beta tag for email newsletters, perhaps due to third-party cookies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/google-ad-manager-launches-programmatic-email-ads\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Ad Manager Launches Programmatic Email Ads\" \/>\n<meta property=\"og:description\" content=\"The ad management platform quietly added a beta tag for email newsletters, perhaps due to third-party cookies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/google-ad-manager-launches-programmatic-email-ads\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-09T13:47:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-09T13:49:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/Google-Ad-Manager-Launches-Programmatic-Email-Ads.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Armando Roggio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ecommerceboy\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Armando Roggio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-manager-launches-programmatic-email-ads#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-manager-launches-programmatic-email-ads\"},\"author\":{\"name\":\"Armando Roggio\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\"},\"headline\":\"Google Ad Manager Launches Programmatic Email Ads\",\"datePublished\":\"2024-06-09T13:47:44+00:00\",\"dateModified\":\"2024-06-09T13:49:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-manager-launches-programmatic-email-ads\"},\"wordCount\":710,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-manager-launches-programmatic-email-ads#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/06\/Google-Ad-Manager-Launches-Programmatic-Email-Ads.jpg\",\"articleSection\":[\"Email &amp; 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The site has published over 7,000 articles and serves millions of readers worldwide.\",\"foundingDate\":\"2005-07-01\",\"duns\":\"09-076-7155\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"},\"publishingPrinciples\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\",\"ownershipFundingInfo\":\"https:\/\/www.practicalecommerce.com\/about-us\",\"actionableFeedbackPolicy\":\"https:\/\/www.practicalecommerce.com\/contact\",\"ethicsPolicy\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\",\"name\":\"Armando Roggio\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/8800b8ee23c4ea0ef55fd2ffb3dd937d?s=96&d=identicon&r=g\",\"caption\":\"Armando Roggio\"},\"description\":\"Armando Roggio is the longtime senior contributor to Practical Ecommerce. 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