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Get Dynamic with Email Revenue Generation

Posted on 5.18.2014

A new ad serving technology is being released that enables publishers to include text-based advertising into emails dynamically.

ReachDynamics allows publishers to place contextually-targeted ads in transactional and marketing emails such as weekly newsletters, confirmation emails, receipts, and auto-responders, by leveraging multiple demand side platforms on a cost-per-click (CPC) basis.

The solution works by scanning the content of email in real time and serving contextually relevant ads to recipients. Publishers can customize the color, dimensions, and placement of the ads, as well as specify advertising categories that can appear. ReachDynamics indicated that it has already completed several integrations with email service providers.

If you have some questions about whether a solution like this would impact deliverability, join the digital club. Typically, email clients don't like too much in the way of dynamic scripting but only time will tell - as the potential in a solution like this is almost too good to pass up for publishers.  

"We recognized a huge opportunity to help publishers uncover the hidden revenue potential of their email programs," says Eric Castelli. He added, "Because the email subscriber relationship has so much long-term value, it's important for us to serve compliant and relevant ads that don't detract from the user experience. For example, a newsletter reviewing the top ten chef knives might provide an ad for cooking classes. The best part about our technology is, it is not static; it continually optimizes to improve ECPM, engagement levels, and the customer experience."

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