Advertiser Dashboard Guide

How brands and agencies buy newsletter inventory on MailAdx: wallet, campaign structure, targeting, creatives, pacing and reporting.

Who this guide is for

Marketers, growth teams and agencies running newsletter campaigns. Publishers monetising inventory should read the Publisher Portal guide. For positioning, see For Advertisers.

1. What you pay for

MailAdx chooses the ad at the moment a subscriber opens the newsletter, so you pay for ads delivered to opened emails — never for addresses on a send list that nobody opened. Frequency caps and pacing are applied at that moment, per subscriber.

2. Account and wallet

  • Sign up as an Advertiser, or as an Agency to manage several clients. You can build campaigns straight away; going live unlocks once the team approves the account.
  • Wallet — prepaid, in USD, under Portals → Wallet. Minimum top-up $100, then $10 steps; 18% GST is added at checkout. Spend is deducted per delivered impression. There is no subscription.
  • Low balance — the account owner gets an email when the balance falls below $10. At zero your campaigns stop being eligible until you top up.
  • Agencies — each client keeps its own wallet, funded by the agency on the client's behalf, and its own reporting. Switch between clients with the client selector.

3. Campaign structure

  • Order (Demand → Orders) — the campaign container: advertiser, dates and budget.
  • Line item (Demand → Line Items) — price, flight dates, targeting, caps and pacing. Priced per 1,000 impressions (CPM) or as a flat fee. Objective is branding, clicks or leads; for click and lead line items the auction weighs your bid by predicted response.
  • Creative (Demand → Creatives) — an image, HTML or native creative with its click-through URL. Every creative is reviewed by MailAdx before it can serve.

Email-safe creatives only

No JavaScript, iframes or relative URLs. Use images at the sizes your target placements allow.

4. Targeting

  • Geography — country, region or city. Opens through Gmail's image proxy carry no location (the IP is Google's); a per-line-item switch decides whether those opens are eligible.
  • Device, operating system and language.
  • Placements — run on specific ad units, or leave empty to run across the network. Browse publishers under Portals → Publisher Directory.
  • Audience segments — including publisher-supplied demographics (gender, age, income) and retargeting audiences (Audience → Retargeting) on publishers that allow retargeting.

5. Formats

Image banners at the placement's sizes; native creatives (headline, body, thumbnail, sponsored-by) rendered into each publisher's layout (Native Ads); and Ad Journeys — sequences of 2–5 steps, or a branching graph, that advance each subscriber across sends (Ad Journeys).

6. Budgets, caps and pacing

  • Impression goal and budget — the line item stops when either is reached.
  • Daily budget — an optional hard spend cap per day.
  • Pacing — spreads the impression goal across the flight: even (default), fast (up to 2× the even daily share) or slow (half).
  • Frequency cap — maximum impressions per subscriber within a period you choose, in hours.

7. Reporting and measurement

  • Delivery → Reports — impressions, clicks, CTR and spend by line item, creative, publisher, geography and device (Reporting). Apple Mail privacy pre-fetches are labelled AppleMPP.
  • Conversions — leads line items report sign-ups with our conversion tag, and Ad Journeys have a conversion pixel; for other campaigns, add UTM parameters to your click-through URL (Conversion Tracking).
  • API — the same reports with an account API key (API access).

Related documentation