E-commerce
September 30, 2026
Are you wondering how to run programmatic email ads with Google Ad Manager?
The answer can be summed up in one sentence: Google Ad Manager is testing an ad tag for newsletters, allowing targeted ads to be delivered without relying on third-party cookies. This is an opportunity for Shopify merchants to diversify their acquisition channels and monetize their subscriber lists.
This new feature arrives at a key moment, as the end of tracking cookies draws near. It paves the way for email targeting, which is more reliable and more privacy-friendly, but it requires understanding the formats and technical limitations.
So how do you run programmatic email ads with Google Ad Manager? On the agenda:
What is programmatic email advertising?
Why is this announcement strategic for merchants?
What are the three existing types of email ads?
How does the Google Ad Manager ad tag work?
What are the limitations of this format and how to bypass them?
Let's get started.
Summary
What is programmatic email advertising?
Programmatic email advertising involves delivering targeted ads directly within newsletters, relying on audience data rather than content alone. Concretely, each subscriber can see a different ad, chosen based on their profile, history, or areas of interest.
This is a break from classic sponsorship formats, where everyone receives the same message. Here, the advertiser can adjust their offer in real time, just like on a social network or a search engine.
For a Shopify merchant, this means the ability to reach qualified prospects in a trusted environment, without depending on third-party cookies. It is also a lever to better understand what works, thanks to precise performance reports.
In practice, this approach relies on ad servers capable of reading a unique identifier associated with each subscriber. This makes it possible to personalize the experience without having to store sensitive data, while offering unprecedented flexibility in email marketing.
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Why is this announcement strategic for merchants?
Google Ad Manager's announcement comes at a pivotal moment. The gradual phase-out of tracking cookies in browsers is pushing advertisers to look for reliable alternatives. Email, however, relies on a unique and persistent identifier: the subscriber's address.
This is a game-changer. Instead of tracking a user across the web, you can reach them directly in their inbox with an ad tailored to their behavior. For merchants, it's a way to strengthen their conversion strategy without depending on an opaque algorithm.
Furthermore, this approach naturally integrates into a product recommendation logic. By combining purchase and browsing data, you can offer relevant items at the right time, just as an in-store advisor would.
This evolution is all the more relevant as consumers are increasingly sensitive to the protection of their data. By using email as an identifier, you offer a less intrusive experience while maintaining highly effective advertising.
What are the three existing types of email advertisements?
Newsletter advertising falls into three main families, each with its own objectives and pricing models.
Sponsorship: a fixed-rate ad, often presented as a personal recommendation from the publisher. It relies on trust to generate sales.
Contextual: an ad linked to the subject of the email, billed per action (impression, click, sale). The message is written by the advertiser, without personal endorsement.
Programmatic: an ad targeted at the subscriber, not the content. Each reader may see a different message, and the price is based on performance.
Understanding these distinctions is essential for choosing the right strategy according to your sales goals and your audience.
Each format has its advantages: sponsorship is ideal for building brand awareness, contextual to reach an already interested audience, and programmatic to maximize relevance and efficiency. By combining these approaches, you can build a comprehensive strategy tailored to your needs.
Sponsorship: a simple and effective format
Sponsorship is the simplest format to set up. A newsletter publisher recommends a product or service to their entire subscriber list, often with a personal touch. For example, a fishing blogger might praise the merits of equipment they use themselves.
This format transfers trust from the publisher to the advertiser. If the audience is loyal, conversion rates can be high. Pricing is generally a flat rate negotiated upfront, which simplifies budget management.
For a merchant, it is an interesting option to test a market or launch a product, provided you choose a partner whose audience matches your target. It is also a good way to strengthen your presence in a trusted environment.
However, this format lacks flexibility: once the campaign is launched, it is difficult to adjust the message based on performance. Therefore, it is important to prepare your content well and choose a reliable partner to maximize the chances of success.
Contextual advertising: relevance and simplicity
Contextual advertising focuses on the topic of the email. If the newsletter is about fishing gear, the ad will offer fishing gear. Unlike sponsoring, the message is written by the advertiser and does not imply a personal recommendation from the publisher.
Pricing is based on action: cost per impression, cost per click, or cost per sale. This allows for precise measurement of return on investment and adjustment of campaigns accordingly.
This format is simpler to deploy than programmatic, as it does not require a real-time bidding system. It offers a good balance between relevance and simplicity, especially for merchants who are starting out in email advertising.
Furthermore, contextual advertising is often perceived as less intrusive because it aligns with the reader's interests. This can improve engagement and reduce the risk of unsubscribing, a significant asset for the long-term viability of your list.
Programmatic targeting: the power of personalization
Programmatic targeting is the email equivalent of paid search engine advertisements. The ad is a clickable image, chosen based on the recipient, not just the newsletter content. Thus, a reader interested in fishing rods might see a laundry detergent ad, depending on their profile.
In theory, a newsletter with 100,000 subscribers can display 100,000 different ads. Each ad is selected in real-time by an ad server, which reads a unique identifier associated with each subscriber.
Pricing is based on performance, which means you only pay for the results obtained. It is a powerful lever to optimize your campaigns and maximize your return on investment.
However, this approach requires some technical expertise and a good understanding of data. It is recommended to start with small-scale tests to refine your strategy before launching large-scale campaigns.
How does the Google Ad Manager ad tag work?
Google Ad Manager supports all three types of email advertising, but with a twist: it only serves images. For sponsorship and contextual advertising, publishers can use HTML or drag-and-drop tools, because everyone sees the same ad.
For programmatic, the Google Ad Manager tag uses an HTML image tag with a unique identifier for each subscriber. When the subscriber opens the newsletter, the email client (Gmail, Apple Mail) requests the image from the ad server. The server reads the identifier and returns a targeted ad, complete with all elements: headline, text, and call-to-action.
This is a native format, which blends seamlessly into the newsletter's design, providing a smooth user experience.
This method is particularly effective for programmatic campaigns, as it allows for real-time personalization without slowing down the email loading time. It also paves the way for more advanced A/B testing by varying ads based on audience segments.
Configure the ad tag: key parameters
The Google Ad Manager ad tag configuration requires two anchor tags and an image tag. The base URL of the ad server is https://securepubads.g.doubleclick.net/gampad/ad. The parameters are then added to this URL.
ptt: identifies the ad as a newsletter, with the value "21".
iu: specifies the ad unit to display.
sz: list of accepted ad sizes, HTML-encoded.
clkk: unique subscriber identifier.
clkp: position of the ad in the newsletter (top, middle).
url: "view in browser" URL of the newsletter.
t: optional key-value pair for tracking.
The most important parameter is clkk, which combines a subscriber identifier, a campaign identifier, and a date in the day-month-year format.
Although the setup may seem technical, it is well documented and can be automated with tools like Qstomy. Once in place, it offers great flexibility for managing your campaigns and tracking their performance in detail.
Data protection: a major issue
Data protection is a major issue. Google Ad Manager explicitly prohibits transmitting personally identifiable information in the unique subscriber identifier. It is therefore imperative to send a hashed email address, and not plain text.
The recommended format is as follows: *|UNIQID|*_*|CAMPAIGN_UID|*_*|DATE:d/m/y|*. This format allows performance to be tracked without compromising user privacy.
For a merchant, this is excellent news: you can launch targeted campaigns while complying with current regulations. This strengthens your customers' trust and protects your reputation.
It is also important to implement clear data retention policies and to train your team in best practices. By adopting a transparent approach, you stand out and build loyalty with a clientele that is increasingly demanding on these matters.
What are the limitations of this format and how can they be bypassed?
The Google Ad Manager tag works for all three types of ads, but it only delivers images. Subscribers who disable images in their email client will not see the ad. This is a limitation to keep in mind.
In addition, Google's image tags point to Doubleclick.net, a well-known ad server. All ad blockers will automatically block them. This reduces the reach of your campaigns among an ad-sensitive audience.
That is why the Google Ad Manager tag is mostly suited for programmatic. For sponsorship and contextual advertising, publishers can insert ads directly, without going through an ad management platform.
To bypass these limitations, you can encourage your subscribers to whitelist your address or enable image display. Clear communication on the benefits of seeing the ads can also improve engagement.
Qstomy: an asset for your email advertising strategy
Qstomy, the Shopify AI agent, can play a key role in your programmatic email advertising strategy. By analyzing your customer data, it identifies which products to recommend and which messages to highlight, improving the relevance of your ads.
Concretely, Qstomy helps increase the average order value through smart recommendations and cross-selling. It can also answer customer questions about order tracking, returns, or refund policies, reducing post-purchase friction.
By integrating Qstomy into your workflow, you can transform your email campaigns into a high-performing conversion channel, while delivering a seamless and personalized customer experience. It is an asset for maximizing the return on investment of your advertisements.
Additionally, Qstomy can automate audience segment creation and personalized message delivery, saving you valuable time. By combining its analytical capabilities with the power of programmatic advertising, you have a complete tool to boost your sales.
Checklist and FAQ
Before you get started, here is a checklist to avoid common pitfalls.
In brief
Choose the right format: sponsored, contextual, or programmatic.
Respect privacy: hash email addresses.
Test your ads with images disabled.
FAQ
Is programmatic email advertising suitable for small merchants? Yes, it offers performance-based pricing, which limits risks.
How do I measure the success of my campaigns? Use Google Ad Manager tracking parameters and analyze click-through and conversion rates.
Can Qstomy help me personalize my ads? Yes, by analyzing customer data, Qstomy identifies which products to recommend for each audience segment.
To go further: AI product recommendation for more sales - Qstomy, Increase sales with smart product recommendations - Qstomy, How to handle customer questions about differences between old and new versions - Qstomy, Product recommendation based on purchase history: e-commerce guide - Qstomy, AI Chatbot for questions about rejected or pending reviews - Qstomy, How to handle customer questions about carts funded by multiple payment methods - Qstomy, Social media sales channels: reach more customers on Shopify - Qstomy.
Enzo
September 30, 2026
