What readers see when an interactive ad can't run

An email with an interactive slot carries two versions of the same message. Mail apps that can run the interactive part show it. Every other mail app shows the HTML part, where the static fallback sits.

What each reader sees

Situation	What shows
Gmail, Yahoo Mail or AOL, an approved sending address, and an ad wins	The interactive ad
Apple Mail, Outlook, a forwarded copy, or an email older than 30 days	The static fallback, if the line item allows it
The sending address isn't approved yet	The static fallback
The line item is set to Interactive only and the reader is on a mail app without AMP	Nothing from that line item
No ad wins and the slot has a house module	The house module
No ad wins and there is no house module	Nothing. The slot closes and takes no space

Why an ad might not show

An ad is skipped for a reader when:

• its first screen is taller than the slot's maximum height
• the slot doesn't accept its format. This also applies to the static fallback
• its end time has passed
• its unique codes have run out, or every RSVP time has passed or is full
• the email came from an address not listed on the ad unit
• the email didn't carry a valid reader id

How the fallback is counted

A fallback impression is a paid impression at the same CPM. Reports list it as static, separately from interactive impressions. Rates such as engagement rate are worked out on interactive impressions only.

For advertisers and agencies

The fallback is built from your headline, body and button. Long text is shortened to fit. To control it, tick Write my own fallback in the builder. An ad with no image shows as text only.

To skip fallback readers altogether, set the line item to Interactive only.

For publishers

The fallback appears only if you paste the 4 · HTML fallback part of the tag into your HTML part. Without it, Apple Mail and Outlook readers see nothing in that place, and the test email check warns you.

Set how it looks under Style of the static fallback on the ad unit.