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AMPscript is a proprietary scripting language for Salesforce Marketing Cloud products that you can embed within HTML emails, text emails, landing pages and SMS messages to control the content that is displayed to the individual consumer. It also provides functionality to track impressions and highlight which content areas get the most attention from the viewer.

You can utilize AMPscript to include information from your Data Extensions , to update rows Data Extensions and retrieve content from external sources -- all within emails, Landing Pages, CloudPages and MobileConnect SMS messages.

For more information: