Redbrick, a leader in building, acquiring, and scaling innovative digital businesses, has announced its acquisition of Paved, a premier newsletter advertising platform that connects top-tier publishers with advertisers.
Paved’s marketplace facilitates seamless partnerships between major advertisers—including Uber, DoorDash, and Salesforce—and a vast audience of 253 million newsletter subscribers across more than 3,000 publishers, such as The New York Times, NBC, Bloomberg, and TechCrunch. The platform empowers publishers to monetize their subscriber base through targeted ad placements integrated with leading email service providers, including Mailchimp, Kit, and Beehiiv. Meanwhile, advertisers benefit from direct access to engaged audiences through dedicated emails, sponsored placements, and blog integrations, available via direct deals or programmatic buying.
“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 proprietary native ad placement technology allows for highly customizable, seamless ad experiences, enabling publishers to tailor ad aesthetics, including font, color, and imagery, to maintain brand consistency. Additionally, Paved provides advertisers with real-time analytics on publisher performance, clicks, and impressions, ensuring transparency and measurable 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.”
As a Certified B Corporation™, Redbrick remains committed to fostering equitable and sustainable digital solutions. Its expanding technology portfolio equips entrepreneurs, teams, and businesses with powerful tools to stay competitive, including Animoto for video creation, Delivra for email and SMS marketing, Duplex for syndicated news discovery, Leadpages for sales enablement, and Shift, the “power browser.”