MailChimp Users Can Easily Include LiveIntent Ad Tags to Intelligently Serve Relevant Ads in Email
MailChimp today announced an integration with LiveIntent, a real-time advertising platform for email. LiveIntent connects advertisers and publishers, allowing publishers to get paid and advertisers to reach out with an authentic voice to a curated audience. This integration allows MailChimp users to add LiveIntent’s LiveTags to their email templates so that real-time, targeted ad content is automatically inserted into newsletters.
MailChimp publishers can now easily include relevant ads while maintaining control over their subscribers’ experience with LiveIntent. The LiveIntent trading desk identifies and releases email advertising space for purchase and puts it up for auction. The real-time platform allows continuous bidding between direct advertisers, ad agencies, and other publishers. It enables subscribers to sell advertising inventory and accept demands from the market, while simultaneously protecting their subscribers’ experience.
Advertisers benefit from a market model that’s similar to the current display advertising model, but is improved by email’s superior click-through rates, return on investment, and brand experience.
The actual ad content displayed is determined upon email open, and is optimized up until the moment of display. LiveIntent factors in location, time, audience, and more, for example, if an email is sent to a “foodie” newsletter and is opened at 10 AM in the South, readers may get a brunch coupon, and if it’s opened at 6 pm in Maine they may get an offer for a lobster dinner instead.
Publishers also have the options of reserving a certain percentage of ads for self-promotion, divvying up space amongst multiple advertisers, or selling ad space to just one company.
LiveIntent currently partners with content providers such as AMC, The Daily Beast, MSNBC and Techlicious.
To install, MailChimp users must create an account with LiveIntent. They then just copy an HTML “merge tag” generated within LiveIntent to the applicable MailChimp email template. Content will then automatically populate in their newsletter as a user sells ads space within LiveIntent.
