Manage email newsletters (Beta)

This feature is only available in Google Ad Manager 360. Contact your account manager to get started.

Publishers can use Google Ad Manager to serve reservation and Programmatic Guaranteed (publisher-managed) ads in email newsletter inventory.

On this page

Activation

First, you need to activate the newsletter feature.

  1. Sign in to Google Ad Manager.
  2. Click Admin, then Advanced features.
  3. Under "Advanced features," review available features. Learn more about advanced features.
  4. To activate a feature, under "Status," turn on the switch On.

Implementation

  1. Create or select an existing ad unit.

  2. Create or select an existing line item.

    1. Expected creatives: select the sizes of the ad creatives you expect to appear in newsletters. Make sure the sizes selected here are the same as the sizes in the sz field in the newsletter tag.

    2. Targeting: include the ad unit created or selected in step 1.

      Note: Due to Apple's Mail Privacy Protection and caching policies by mail clients such as Yahoo, targeting by geography and device may be inaccurate.
    3. Creatives: only image creatives are supported.
    Note: Google recommends keeping a house line item as a back up to avoid having an empty space in newsletters if no ads fill.

  3. Generate a newsletter tag for the ad unit.

    1. Go to the Tags tab for the ad unit.
    2. Select Newsletter Tag.

    3. Click Continue.

    4. Complete the fields in "Tag Options" as needed.

    5. Click Continue.

    6. Click Copy Tag.

    7. Copy the tag.
  4. Paste the newsletter tag where the ad appears in the newsletter.

Newsletter tags

The following tags correlate to the fields on the newsletter tag generation page.

developer documentation  You can learn more about these tag parameters in the developer documentation.
Field name Tag parameter Required Description
Sizes sz Yes
  • The sizes of the ad creatives eligible to appear in this ad slot.
  • Make sure the listed sizes match the sizes in the Expected creatives field of your selected line item.
View in browser url url Yes
  • A "view in browser" url lets users view newsletters outside an email client and on a web browser.
  • The url value should be populated from the "view in browser" url merge tag provided by your email service provider (ESP).
  • "Merge tags" are dynamic and customizable variables in emails (for example, *|ARCHIVE|*).
  • The exact name of the "view in browser" url merge tag varies by ESP.
  • Refer to your ESP's documentation to find the "merge tag" variable for the "view in browser url". See merge tag documentation for ESPs.
Ad position clkp Yes
  • The "ad position" value uniquely identifies a single newsletter ad placement.
  • The default value is 1.
  • If multiple ads are included in a single email, select a different value for each ad.
Unique string per email clkk Yes
  • The "unique string per email" value needs to be unique per recipient, per email sent.
  • You may need to use the "merge tag" or dynamic variables feature in your email service provider (ESP) to generate this unique string, which is a concatenation of multiple "merge tag" variables. For example,
    *|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|*
  • Refer to your ESP's documentation to find the combination of "merge tag" variables that will give you a clkk value that is unique per recipient, per email sent. See merge tag documentation for ESPs.

Warning: You must not pass any information to Google that Google could use or recognize as personally identifiable information (PII). IP addresses cannot be used as clkk input.
Ad slot key-values t No

Target key-values.

Warning: You must not pass any information to Google that Google could use or recognize as personally identifiable information (PII). IP addresses cannot be used as key-value input.
 

Here's an example of what a complete newsletter ad tag looks like for a set of mock values:

Mock parameter values example

Ad unit path (iu) /1/example_ad_unit
Creative sizes (sz) 216x36|300x50|320x50
Unique string per email (clkk) *|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|
Ad position (clkp) 1
Targeting (t) genre=comedy&movie=Lilo & Stitch
URL (url) *|ARCHIVE|*

Resulting ad tag example

HTML

<a href="https://securepubads.g.doubleclick.net/gampad/jump?ptt=21&iu=/1/example_ad_unit&sz=216x36%7c300x50%7c320x50&clkk=*|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|&clkp=1&url=*|ARCHIVE|*&t=genre%3Dcomedy%26movie%3DLilo%2520%2526%2520Stitch" target="_blank">
<img
src="https://securepubads.g.doubleclick.net/gampad/ad?ptt=21&iu=/1/example_ad_unit&sz=216x36%7c300x50%7c320x50&clkk=*|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|&clkp=1&url=*|ARCHIVE|*&t=genre%3Dcomedy%26movie%3DLilo%2520%2526%2520Stitch">
</a>

<a
href="https://securepubads.g.doubleclick.net/gampad/jump?iu=/1/example_ad_unit&sz=216x36%7c300x50%7c320x50&clkk=*|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|&clkp=1&url=*|ARCHIVE|*&t=genre%3Dcomedy%26movie%3DLilo%2520%2526%2520Stitch&click_type=wta">Why this ad?</a>

Ad badging

Publishers are required to include a link to Google's "About this ad" page below their newsletter ad creative by adding the following code snippet.

Example

<a href="https://securepubads.g.doubleclick.net/gampad/jump?iu=EXAMPLE_AD_UNIT&clkk=EXAMPLE_CLKK&click_type=wta">Why this ad?</a>

The code snippet is automatically included in the newsletter tag generated from the Ad Manager UI so that publishers aren't required to carry out this step.

Reporting

A newsletter ad impression is recorded when Ad Manager responds to an ad request.

You can also filter by "Email/Newsletter" using the "Inventory type" dimension to analyze data for newsletter ads only.

Merge tag documentation for ESPs (not a complete list)

Visit your ESP's website for merge tag documentation if they are not included in the list above.

Frequently asked questions

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