Google Ad Manager Launches Programmatic Email Ads

This table breaks down the different types of email ads, their pricing models, and provides an example of how each might look in a real-world scenario.

1. Sponsorships

Email newsletter sponsorships are commonly used as a means of direct endorsement.

The advertiser pays a flat rate for the exposure, and the content is typically tied to the identity of the sender or publisher.

A sponsor may choose to include an advertisement that feels personally endorsed by the newsletter’s author.

For example, a fishing gear company could sponsor a fishing-related newsletter by showing the author using their products during a fishing trip.

This type of ad works similarly to traditional mass media ads, though on a smaller and more personal scale.

The advertiser’s message often becomes intertwined with the trust and credibility that the publisher has built within their audience.

Sponsorships typically operate on a flat-rate pricing model, meaning the sponsor pays a fixed amount regardless of how well the ad performs.

2. Context-Based Ads

Context-based ads focus on the subject matter of the newsletter itself.

Unlike sponsorships, these ads don’t rely on the endorsement of the publisher.

Instead, they appear in the context of the content, targeting the specific subject being discussed.

Context-based ads may feature one advertiser per deployment and are usually distributed to all subscribers, sometimes in multiple locations within the email.

These ads are often designed with advertiser-written copy, and performance-based pricing models, such as cost-per-impression, cost-per-click, or cost-per-sale, are the norm.

3. Programmatic Ads

Programmatic ads in email marketing represent the next level of personalization.

These ads are based on the individual subscriber’s behavior, much like pay-per-click ads on Google or social media platforms.

A subscriber’s unique preferences or actions drive which ads are shown to them.

In an email with programmatic ads, the content might be entirely tailored to the recipient’s interests, with each individual receiving a distinct ad.

For example, a fly fishing newsletter might display an ad for laundry detergent to a subscriber based on previous purchasing habits, not necessarily based on the newsletter content.

Pricing for programmatic ads follows a performance-based model, where advertisers only pay for actual engagement or conversions.

Understanding the Technicalities of Programmatic Email Ads

To fully grasp how Google Ad Manager supports programmatic email ads, let’s explore the technical aspects behind the scenes.

These ads require the use of HTML tags to deliver a personalized ad experience to each subscriber.

Specifically, GAM uses two types of tags: an anchor tag (<a>) and an image tag (<img>).

The image tag is where the magic happens.

When a subscriber opens the email, their email client (like Gmail or Apple Mail) makes a request to the ad server to fetch the image.

This image is not static. It is dynamically generated and customized based on the subscriber’s unique ID, which allows the ad to be tailored specifically to the recipient.

The Image Tag Structure

In its simplest form, the image tag starts with the URL pointing to Google’s ad server:

https://securepubads.g.doubleclick.net/gampad/ad

This base URL is followed by several parameters that help deliver the right ad to the subscriber.

Let’s break down the key parameters:

• 📧 ptt: Identifies the ad as a newsletter (value must be “21”).

• 🎯 iu: Specifies the Ad Manager ad unit to display.

• 🖼️ sz: Lists the acceptable ad sizes in an HTML-encoded format (e.g., 216×36%7c300x50%7c320x50).

• 🔑 clkk: The unique subscriber identifier, which combines a unique campaign identifier and the subscriber’s ID.

• 📍 clkp: Specifies the ad slot location within the newsletter (e.g., top or middle).

• 🌐 url: Includes the “view in browser” URL for the newsletter.

• 📊 t: This optional key-value pair can be used for performance tracking or reporting purposes.

One of the most critical aspects of this setup is the clkk parameter.

This parameter ensures that the ad is personalized for each subscriber.

However, to ensure privacy, Google Ad Manager prohibits the inclusion of personally identifiable information (PII) in this unique identifier.

Instead, publishers should hash the subscriber’s email address to maintain privacy while still allowing for personalization.

Image Tag Functionality

Once the image tag is rendered in the email, the email client makes a request to the ad server for the corresponding image, using the unique subscriber ID.

This results in a highly targeted image being displayed within the email.

Importantly, the image will include not only the visual elements (the ad image) but also the text-based components—such as the headline, copy, and call to action (CTA)—that make the ad complete.

Performance Considerations

While the new GAM email ad tags work seamlessly for programmatic ads, they are also compatible with sponsorships and context-based ads.

However, there are some limitations that must be taken into account.

For example, these tags only deliver image ads, which means that subscribers who have disabled images in their email client will not see the ad.

Additionally, because the image request links to DoubleClick.net, any ad-blocking software will block the ad from appearing.

These considerations are important when determining whether GAM’s email ads are suitable for your campaign.

Programmatic ads, in particular, are well-suited to this type of setup because they offer a high degree of personalization.

Publishers can easily insert sponsorships or context-based ads without needing an extensive ad management platform, which simplifies the ad placement process.

Why Programmatic Email Ads Are the Future

As digital advertising evolves, the need for more precise targeting and efficient ad delivery becomes increasingly crucial.

Programmatic email ads offer a unique opportunity to personalize content at scale, delivering relevant and timely ads to each subscriber.

By leveraging Google Ad Manager’s beta version of email ad tags, publishers can integrate programmatic ads into their email newsletters without the reliance on cookies or invasive tracking techniques.

The end of third-party cookies is fast approaching, and the ability to deliver cookie-free, targeted ads is an essential tool for advertisers looking to future-proof their campaigns.

Programmatic email ads are not only a viable alternative to traditional methods but also a means to create deeper, more meaningful engagement with subscribers.

Conclusion: A New Era for Email Marketing

With Google Ad Manager’s new programmatic email ads, publishers now have a powerful tool to engage their subscribers in a more personalized and privacy-friendly way.

These ads, which do not rely on cookies or third-party tracking, represent the future of email marketing, offering advertisers the ability to reach customers with highly relevant content.

By understanding the technical details behind the GAM email ad tag and the different types of email ads, marketers can better navigate the evolving landscape of digital advertising and ensure that their campaigns remain effective as the cookie-less future approaches.

As more and more businesses embrace programmatic email ads, this beta launch from Google Ad Manager may mark the beginning of a new era in email marketing, one that combines targeted precision with user privacy and performance-driven results.