Class Creative

Contains properties of a Creative.

Inheritance

System.Object

Creative

Implements

Google.Apis.Requests.IDirectResponseSchema

Inherited Members

System.Object.Equals(System.Object)

System.Object.Equals(System.Object, System.Object)

System.Object.GetHashCode()

System.Object.GetType()

System.Object.MemberwiseClone()

System.Object.ReferenceEquals(System.Object, System.Object)

System.Object.ToString()

Namespace: Google.Apis.Dfareporting.v3_4.Data

Assembly: Google.Apis.Dfareporting.v3_4.dll

Syntax

public class Creative : IDirectResponseSchema

Properties

AccountId

Account ID of this creative. This field, if left unset, will be auto-generated for both insert and update operations. Applicable to all creative types.

Declaration

[JsonProperty("accountId")]
public virtual long? AccountId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

Active

Whether the creative is active. Applicable to all creative types.

Declaration

[JsonProperty("active")]
public virtual bool? Active { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

AdditionalSizes

Additional sizes associated with a responsive creative. When inserting or updating a creative either the size ID field or size width and height fields can be used. Applicable to DISPLAY creatives when the primary asset type is HTML_IMAGE.

Declaration

[JsonProperty("additionalSizes")]
public virtual IList<Size> AdditionalSizes { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<Size>

AdParameters

Ad parameters user for VPAID creative. This is a read-only field. Applicable to the following creative types: all VPAID.

Declaration

[JsonProperty("adParameters")]
public virtual string AdParameters { get; set; }

Property Value

Type	Description
System.String

AdTagKeys

Keywords for a Rich Media creative. Keywords let you customize the creative settings of a Rich Media ad running on your site without having to contact the advertiser. You can use keywords to dynamically change the look or functionality of a creative. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("adTagKeys")]
public virtual IList<string> AdTagKeys { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<System.String>

AdvertiserId

Advertiser ID of this creative. This is a required field. Applicable to all creative types.

Declaration

[JsonProperty("advertiserId")]
public virtual long? AdvertiserId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

AllowScriptAccess

Whether script access is allowed for this creative. This is a read-only and deprecated field which will automatically be set to true on update. Applicable to the following creative types: FLASH_INPAGE.

Declaration

[JsonProperty("allowScriptAccess")]
public virtual bool? AllowScriptAccess { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

Archived

Whether the creative is archived. Applicable to all creative types.

Declaration

[JsonProperty("archived")]
public virtual bool? Archived { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

ArtworkType

Type of artwork used for the creative. This is a read-only field. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("artworkType")]
public virtual string ArtworkType { get; set; }

Property Value

Type	Description
System.String

AuthoringSource

Source application where creative was authored. Presently, only DBM authored creatives will have this field set. Applicable to all creative types.

Declaration

[JsonProperty("authoringSource")]
public virtual string AuthoringSource { get; set; }

Property Value

Type	Description
System.String

AuthoringTool

Authoring tool for HTML5 banner creatives. This is a read-only field. Applicable to the following creative types: HTML5_BANNER.

Declaration

[JsonProperty("authoringTool")]
public virtual string AuthoringTool { get; set; }

Property Value

Type	Description
System.String

AutoAdvanceImages

Whether images are automatically advanced for image gallery creatives. Applicable to the following creative types: DISPLAY_IMAGE_GALLERY.

Declaration

[JsonProperty("autoAdvanceImages")]
public virtual bool? AutoAdvanceImages { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

BackgroundColor

The 6-character HTML color code, beginning with #, for the background of the window area where the Flash file is displayed. Default is white. Applicable to the following creative types: FLASH_INPAGE.

Declaration

[JsonProperty("backgroundColor")]
public virtual string BackgroundColor { get; set; }

Property Value

Type	Description
System.String

BackupImageClickThroughUrl

Click-through URL for backup image. Applicable to ENHANCED_BANNER when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("backupImageClickThroughUrl")]
public virtual CreativeClickThroughUrl BackupImageClickThroughUrl { get; set; }

Property Value

Type	Description
CreativeClickThroughUrl

BackupImageFeatures

List of feature dependencies that will cause a backup image to be served if the browser that serves the ad does not support them. Feature dependencies are features that a browser must be able to support in order to render your HTML5 creative asset correctly. This field is initially auto-generated to contain all features detected by Campaign Manager for all the assets of this creative and can then be modified by the client. To reset this field, copy over all the creativeAssets' detected features. Applicable to the following creative types: HTML5_BANNER. Applicable to DISPLAY when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("backupImageFeatures")]
public virtual IList<string> BackupImageFeatures { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<System.String>

BackupImageReportingLabel

Reporting label used for HTML5 banner backup image. Applicable to the following creative types: DISPLAY when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("backupImageReportingLabel")]
public virtual string BackupImageReportingLabel { get; set; }

Property Value

Type	Description
System.String

BackupImageTargetWindow

Target window for backup image. Applicable to the following creative types: FLASH_INPAGE and HTML5_BANNER. Applicable to DISPLAY when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("backupImageTargetWindow")]
public virtual TargetWindow BackupImageTargetWindow { get; set; }

Property Value

Type	Description
TargetWindow

ClickTags

Click tags of the creative. For DISPLAY, FLASH_INPAGE, and HTML5_BANNER creatives, this is a subset of detected click tags for the assets associated with this creative. After creating a flash asset, detected click tags will be returned in the creativeAssetMetadata. When inserting the creative, populate the creative clickTags field using the creativeAssetMetadata.clickTags field. For DISPLAY_IMAGE_GALLERY creatives, there should be exactly one entry in this list for each image creative asset. A click tag is matched with a corresponding creative asset by matching the clickTag.name field with the creativeAsset.assetIdentifier.name field. Applicable to the following creative types: DISPLAY_IMAGE_GALLERY, FLASH_INPAGE, HTML5_BANNER. Applicable to DISPLAY when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("clickTags")]
public virtual IList<ClickTag> ClickTags { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<ClickTag>

CommercialId

Industry standard ID assigned to creative for reach and frequency. Applicable to INSTREAM_VIDEO_REDIRECT creatives.

Declaration

[JsonProperty("commercialId")]
public virtual string CommercialId { get; set; }

Property Value

Type	Description
System.String

CompanionCreatives

List of companion creatives assigned to an in-Stream video creative. Acceptable values include IDs of existing flash and image creatives. Applicable to the following creative types: all VPAID, all INSTREAM_AUDIO and all INSTREAM_VIDEO with dynamicAssetSelection set to false.

Declaration

[JsonProperty("companionCreatives")]
public virtual IList<long?> CompanionCreatives { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<System.Nullable<System.Int64>>

Compatibility

Compatibilities associated with this creative. This is a read-only field. DISPLAY and DISPLAY_INTERSTITIAL refer to rendering either on desktop or on mobile devices or in mobile apps for regular or interstitial ads, respectively. APP and APP_INTERSTITIAL are for rendering in mobile apps. Only pre-existing creatives may have these compatibilities since new creatives will either be assigned DISPLAY or DISPLAY_INTERSTITIAL instead. IN_STREAM_VIDEO refers to rendering in in-stream video ads developed with the VAST standard. IN_STREAM_AUDIO refers to rendering in in-stream audio ads developed with the VAST standard. Applicable to all creative types. Acceptable values are: - "APP" - "APP_INTERSTITIAL" - "IN_STREAM_VIDEO" - "IN_STREAM_AUDIO" - "DISPLAY" - "DISPLAY_INTERSTITIAL"

Declaration

[JsonProperty("compatibility")]
public virtual IList<string> Compatibility { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<System.String>

ConvertFlashToHtml5

Whether Flash assets associated with the creative need to be automatically converted to HTML5. This flag is enabled by default and users can choose to disable it if they don't want the system to generate and use HTML5 asset for this creative. Applicable to the following creative type: FLASH_INPAGE. Applicable to DISPLAY when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("convertFlashToHtml5")]
public virtual bool? ConvertFlashToHtml5 { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

CounterCustomEvents

List of counter events configured for the creative. For DISPLAY_IMAGE_GALLERY creatives, these are read-only and auto-generated from clickTags. Applicable to the following creative types: DISPLAY_IMAGE_GALLERY, all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("counterCustomEvents")]
public virtual IList<CreativeCustomEvent> CounterCustomEvents { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<CreativeCustomEvent>

CreativeAssets

Assets associated with a creative. Applicable to all but the following creative types: INTERNAL_REDIRECT, INTERSTITIAL_INTERNAL_REDIRECT, and REDIRECT

Declaration

[JsonProperty("creativeAssets")]
public virtual IList<CreativeAsset> CreativeAssets { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<CreativeAsset>

CreativeAssetSelection

Required if dynamicAssetSelection is true.

Declaration

[JsonProperty("creativeAssetSelection")]
public virtual CreativeAssetSelection CreativeAssetSelection { get; set; }

Property Value

Type	Description
CreativeAssetSelection

CreativeFieldAssignments

Creative field assignments for this creative. Applicable to all creative types.

Declaration

[JsonProperty("creativeFieldAssignments")]
public virtual IList<CreativeFieldAssignment> CreativeFieldAssignments { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<CreativeFieldAssignment>

CustomKeyValues

Custom key-values for a Rich Media creative. Key-values let you customize the creative settings of a Rich Media ad running on your site without having to contact the advertiser. You can use key-values to dynamically change the look or functionality of a creative. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("customKeyValues")]
public virtual IList<string> CustomKeyValues { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<System.String>

DynamicAssetSelection

Set this to true to enable the use of rules to target individual assets in this creative. When set to true creativeAssetSelection must be set. This also controls asset-level companions. When this is true, companion creatives should be assigned to creative assets. Learn more. Applicable to INSTREAM_VIDEO creatives.

Declaration

[JsonProperty("dynamicAssetSelection")]
public virtual bool? DynamicAssetSelection { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

ETag

The ETag of the item.

Declaration

public virtual string ETag { get; set; }

Property Value

Type	Description
System.String

ExitCustomEvents

List of exit events configured for the creative. For DISPLAY and DISPLAY_IMAGE_GALLERY creatives, these are read-only and auto-generated from clickTags, For DISPLAY, an event is also created from the backupImageReportingLabel. Applicable to the following creative types: DISPLAY_IMAGE_GALLERY, all RICH_MEDIA, and all VPAID. Applicable to DISPLAY when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("exitCustomEvents")]
public virtual IList<CreativeCustomEvent> ExitCustomEvents { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<CreativeCustomEvent>

FsCommand

OpenWindow FSCommand of this creative. This lets the SWF file communicate with either Flash Player or the program hosting Flash Player, such as a web browser. This is only triggered if allowScriptAccess field is true. Applicable to the following creative types: FLASH_INPAGE.

Declaration

[JsonProperty("fsCommand")]
public virtual FsCommand FsCommand { get; set; }

Property Value

Type	Description
FsCommand

HtmlCode

HTML code for the creative. This is a required field when applicable. This field is ignored if htmlCodeLocked is true. Applicable to the following creative types: all CUSTOM, FLASH_INPAGE, and HTML5_BANNER, and all RICH_MEDIA.

Declaration

[JsonProperty("htmlCode")]
public virtual string HtmlCode { get; set; }

Property Value

Type	Description
System.String

HtmlCodeLocked

Whether HTML code is generated by Campaign Manager or manually entered. Set to true to ignore changes to htmlCode. Applicable to the following creative types: FLASH_INPAGE and HTML5_BANNER.

Declaration

[JsonProperty("htmlCodeLocked")]
public virtual bool? HtmlCodeLocked { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

Id

ID of this creative. This is a read-only, auto-generated field. Applicable to all creative types.

Declaration

[JsonProperty("id")]
public virtual long? Id { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

IdDimensionValue

Dimension value for the ID of this creative. This is a read-only field. Applicable to all creative types.

Declaration

[JsonProperty("idDimensionValue")]
public virtual DimensionValue IdDimensionValue { get; set; }

Property Value

Type	Description
DimensionValue

Kind

Identifies what kind of resource this is. Value: the fixed string "dfareporting#creative".

Declaration

[JsonProperty("kind")]
public virtual string Kind { get; set; }

Property Value

Type	Description
System.String

LastModifiedInfo

Creative last modification information. This is a read-only field. Applicable to all creative types.

Declaration

[JsonProperty("lastModifiedInfo")]
public virtual LastModifiedInfo LastModifiedInfo { get; set; }

Property Value

Type	Description
LastModifiedInfo

LatestTraffickedCreativeId

Latest Studio trafficked creative ID associated with rich media and VPAID creatives. This is a read-only field. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("latestTraffickedCreativeId")]
public virtual long? LatestTraffickedCreativeId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

MediaDescription

Description of the audio or video ad. Applicable to the following creative types: all INSTREAM_VIDEO, INSTREAM_AUDIO, and all VPAID.

Declaration

[JsonProperty("mediaDescription")]
public virtual string MediaDescription { get; set; }

Property Value

Type	Description
System.String

MediaDuration

Creative audio or video duration in seconds. This is a read-only field. Applicable to the following creative types: INSTREAM_VIDEO, INSTREAM_AUDIO, all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("mediaDuration")]
public virtual float? MediaDuration { get; set; }

Property Value

Type	Description
System.Nullable<System.Single>

Name

Name of the creative. This is a required field and must be less than 256 characters long. Applicable to all creative types.

Declaration

[JsonProperty("name")]
public virtual string Name { get; set; }

Property Value

Type	Description
System.String

ObaIcon

Online behavioral advertising icon to be added to the creative. Applicable to the following creative types: all INSTREAM_VIDEO.

Declaration

[JsonProperty("obaIcon")]
public virtual ObaIcon ObaIcon { get; set; }

Property Value

Type	Description
ObaIcon

OverrideCss

Override CSS value for rich media creatives. Applicable to the following creative types: all RICH_MEDIA.

Declaration

[JsonProperty("overrideCss")]
public virtual string OverrideCss { get; set; }

Property Value

Type	Description
System.String

ProgressOffset

Amount of time to play the video before counting a view. Applicable to the following creative types: all INSTREAM_VIDEO.

Declaration

[JsonProperty("progressOffset")]
public virtual VideoOffset ProgressOffset { get; set; }

Property Value

Type	Description
VideoOffset

RedirectUrl

URL of hosted image or hosted video or another ad tag. For INSTREAM_VIDEO_REDIRECT creatives this is the in-stream video redirect URL. The standard for a VAST (Video Ad Serving Template) ad response allows for a redirect link to another VAST 2.0 or 3.0 call. This is a required field when applicable. Applicable to the following creative types: DISPLAY_REDIRECT, INTERNAL_REDIRECT, INTERSTITIAL_INTERNAL_REDIRECT, and INSTREAM_VIDEO_REDIRECT

Declaration

[JsonProperty("redirectUrl")]
public virtual string RedirectUrl { get; set; }

Property Value

Type	Description
System.String

RenderingId

ID of current rendering version. This is a read-only field. Applicable to all creative types.

Declaration

[JsonProperty("renderingId")]
public virtual long? RenderingId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

RenderingIdDimensionValue

Dimension value for the rendering ID of this creative. This is a read-only field. Applicable to all creative types.

Declaration

[JsonProperty("renderingIdDimensionValue")]
public virtual DimensionValue RenderingIdDimensionValue { get; set; }

Property Value

Type	Description
DimensionValue

RequiredFlashPluginVersion

The minimum required Flash plugin version for this creative. For example, 11.2.202.235. This is a read-only field. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("requiredFlashPluginVersion")]
public virtual string RequiredFlashPluginVersion { get; set; }

Property Value

Type	Description
System.String

RequiredFlashVersion

The internal Flash version for this creative as calculated by Studio. This is a read-only field. Applicable to the following creative types: FLASH_INPAGE all RICH_MEDIA, and all VPAID. Applicable to DISPLAY when the primary asset type is not HTML_IMAGE.

Declaration

[JsonProperty("requiredFlashVersion")]
public virtual int? RequiredFlashVersion { get; set; }

Property Value

Type	Description
System.Nullable<System.Int32>

Size

Size associated with this creative. When inserting or updating a creative either the size ID field or size width and height fields can be used. This is a required field when applicable; however for IMAGE, FLASH_INPAGE creatives, and for DISPLAY creatives with a primary asset of type HTML_IMAGE, if left blank, this field will be automatically set using the actual size of the associated image assets. Applicable to the following creative types: DISPLAY, DISPLAY_IMAGE_GALLERY, FLASH_INPAGE, HTML5_BANNER, IMAGE, and all RICH_MEDIA.

Declaration

[JsonProperty("size")]
public virtual Size Size { get; set; }

Property Value

Type	Description
Size

SkipOffset

Amount of time to play the video before the skip button appears. Applicable to the following creative types: all INSTREAM_VIDEO.

Declaration

[JsonProperty("skipOffset")]
public virtual VideoOffset SkipOffset { get; set; }

Property Value

Type	Description
VideoOffset

Skippable

Whether the user can choose to skip the creative. Applicable to the following creative types: all INSTREAM_VIDEO and all VPAID.

Declaration

[JsonProperty("skippable")]
public virtual bool? Skippable { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

SslCompliant

Whether the creative is SSL-compliant. This is a read-only field. Applicable to all creative types.

Declaration

[JsonProperty("sslCompliant")]
public virtual bool? SslCompliant { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

SslOverride

Whether creative should be treated as SSL compliant even if the system scan shows it's not. Applicable to all creative types.

Declaration

[JsonProperty("sslOverride")]
public virtual bool? SslOverride { get; set; }

Property Value

Type	Description
System.Nullable<System.Boolean>

StudioAdvertiserId

Studio advertiser ID associated with rich media and VPAID creatives. This is a read-only field. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("studioAdvertiserId")]
public virtual long? StudioAdvertiserId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

StudioCreativeId

Studio creative ID associated with rich media and VPAID creatives. This is a read-only field. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("studioCreativeId")]
public virtual long? StudioCreativeId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

StudioTraffickedCreativeId

Studio trafficked creative ID associated with rich media and VPAID creatives. This is a read-only field. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("studioTraffickedCreativeId")]
public virtual long? StudioTraffickedCreativeId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

SubaccountId

Subaccount ID of this creative. This field, if left unset, will be auto-generated for both insert and update operations. Applicable to all creative types.

Declaration

[JsonProperty("subaccountId")]
public virtual long? SubaccountId { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

ThirdPartyBackupImageImpressionsUrl

Third-party URL used to record backup image impressions. Applicable to the following creative types: all RICH_MEDIA.

Declaration

[JsonProperty("thirdPartyBackupImageImpressionsUrl")]
public virtual string ThirdPartyBackupImageImpressionsUrl { get; set; }

Property Value

Type	Description
System.String

ThirdPartyRichMediaImpressionsUrl

Third-party URL used to record rich media impressions. Applicable to the following creative types: all RICH_MEDIA.

Declaration

[JsonProperty("thirdPartyRichMediaImpressionsUrl")]
public virtual string ThirdPartyRichMediaImpressionsUrl { get; set; }

Property Value

Type	Description
System.String

ThirdPartyUrls

Third-party URLs for tracking in-stream creative events. Applicable to the following creative types: all INSTREAM_VIDEO, all INSTREAM_AUDIO, and all VPAID.

Declaration

[JsonProperty("thirdPartyUrls")]
public virtual IList<ThirdPartyTrackingUrl> ThirdPartyUrls { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<ThirdPartyTrackingUrl>

TimerCustomEvents

List of timer events configured for the creative. For DISPLAY_IMAGE_GALLERY creatives, these are read-only and auto-generated from clickTags. Applicable to the following creative types: DISPLAY_IMAGE_GALLERY, all RICH_MEDIA, and all VPAID. Applicable to DISPLAY when the primary asset is not HTML_IMAGE.

Declaration

[JsonProperty("timerCustomEvents")]
public virtual IList<CreativeCustomEvent> TimerCustomEvents { get; set; }

Property Value

Type	Description
System.Collections.Generic.IList<CreativeCustomEvent>

TotalFileSize

Combined size of all creative assets. This is a read-only field. Applicable to the following creative types: all RICH_MEDIA, and all VPAID.

Declaration

[JsonProperty("totalFileSize")]
public virtual long? TotalFileSize { get; set; }

Property Value

Type	Description
System.Nullable<System.Int64>

Type

Type of this creative. This is a required field. Applicable to all creative types. Note: FLASH_INPAGE, HTML5_BANNER, and IMAGE are only used for existing creatives. New creatives should use DISPLAY as a replacement for these types.

Declaration

[JsonProperty("type")]
public virtual string Type { get; set; }

Property Value

Type	Description
System.String

UniversalAdId

A Universal Ad ID as per the VAST 4.0 spec. Applicable to the following creative types: INSTREAM_AUDIO and INSTREAM_VIDEO and VPAID.

Declaration

[JsonProperty("universalAdId")]
public virtual UniversalAdId UniversalAdId { get; set; }

Property Value

Type	Description
UniversalAdId

Version

The version number helps you keep track of multiple versions of your creative in your reports. The version number will always be auto-generated during insert operations to start at 1. For tracking creatives the version cannot be incremented and will always remain at 1. For all other creative types the version can be incremented only by 1 during update operations. In addition, the version will be automatically incremented by 1 when undergoing Rich Media creative merging. Applicable to all creative types.

Declaration

[JsonProperty("version")]
public virtual int? Version { get; set; }

Property Value

Type	Description
System.Nullable<System.Int32>

Implements

Google.Apis.Requests.IDirectResponseSchema