Through ExactTarget Live Ads (a Google Ad Manager Integration) marketers can achieve increased efficiencies with the ability to manage all online advertising inventory from a single platform. Live Ads provides the scalability, reliability, and support needed to accelerate digital ad production and tracking for marketers.
ExactTarget's Live Ads feature brings new levels of sophistication to the integration by treating the act of opening an email just like the displaying of a web page. By rendering the content of the email at the time it is opened, not at the time it is sent, the integration with Google Ad Manager gives marketers:
More control of email advertising
Target specific geographies by using the IP address of the computer that is opening the email, include sensitivity based on time/date, manage advertising content “on the fly,” even after the email is sent.
A single location to manage digital advertising inventory
Sell advertising once, regardless of whether it's going to be used on the web or via email – ad impressions will function the same way. Using the integration, sponsorship models can be replaced with more effective per impression or per click pricing. And utilizing the inventory optimization algorithms within either ad server ensures the highest ROI for email ad inventory.
The ability to target audiences based on known subscriber data
Make the most of the information that you already know about your subscribers by using it as parameters for driving the content of the email. Vary content for males versus females, by content preferences, relevant milestones and more.
Ease of Use and Flexibility
The integration requires no development work or coding – it’s all set up in the Live Ads user interface. ExactTarget offers a productized integration with two Google Ad Servers, Google Ad Manager and Dart for Publishers (DoubleClick).
Deliverability Implications
Real time image rendering and embedding of advertisement at time of open has deliverability implications, too – ExactTarget strips out JavaScript so ISP’s won’t block the email.
Providing unique, relevant and timely information to subscribers is important...and expected. ExactTarget’s Live Ads feature allows marketers to easily provide the most compelling content and streamline advertising operations.