Redbrick, a company that builds, acquires, and supports innovative businesses, announced its acquisition of Paved, a newsletter advertising platform connecting publishers and advertisers. Paved’s premium marketplace connects top advertisers like Uber, DoorDash, and Salesforce with 253 million newsletter subscribers across 3,000+ publishers including NYT, NBC, Bloomberg, and TechCrunch.
Paved gives publishers the ability to monetize their newsletter subscription base through relevant ad placements seamlessly integrated with top ESPs like Mailchimp, Kit, and Beehiiv. Brands, meanwhile, gain a direct line to targeted audiences through dedicated emails, sponsored placements, and blog integrations with trusted publishers, executed through direct deals or programmatic placements.
“While exploring new marketing channels prior to Paved, I saw firsthand how newsletter sponsorships delivered incredible ROI but lacked scalable infrastructure,” said John McLaughlin, CEO & Founder of Paved. “That gap stuck with me and it’s what we set out to solve with Paved. Email remains a top driver of ecommerce, and joining Redbrick enables us to accelerate growth and cement its place in the broader $700 billion programmatic ecosystem.”
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Paved’s patented native ad placement technology for email provides the ability to create truly native experiences by customizing every aspect of ads — including font, color, and imagery. Paved also provides advertisers with real-time publisher performance, clicks, and impressions based on verified publisher data to ensure transparency and impact.
“In a digital landscape dominated by walled gardens, email and newsletters are an essential channel for publishers and creators to own their audiences and capture first-party data,” said Marco Pimentel, CMO at Redbrick. “Paved is set to transform newsletter advertising with an automated monetization solution, making email a direct, scalable, and sustainable growth channel beyond feed-driven ecosystems.”
SOURCE: Businesswire