Redbrick has acquired Paved, a newsletter advertising platform that connects advertisers with over 253 million newsletter subscribers across more than 3,000 publishers.
The acquisition strengthens Redbrick’s portfolio by adding a scalable email advertising solution that helps publishers monetise their audience while enabling brands to reach engaged subscribers through dedicated emails, sponsored placements, and blog integrations.
Paved integrates with top email service providers (ESPs) such as Mailchimp, Kit, and Beehiiv, allowing publishers to run seamless advertising campaigns within their newsletters. Advertisers including Uber, DoorDash, and Salesforce have used Paved to connect with publishers like the New York Times, NBC, Bloomberg, and TechCrunch, providing a direct route to high-value audiences.
Expanding Redbrick’s footprint in content and advertising technology
The acquisition aligns with Redbrick’s mergers and acquisitions strategy, which focuses on scaling businesses by providing strategic guidance and shared resources. The company’s existing portfolio includes Animoto for video production, Delivra for email and SMS marketing, Duplex for syndicated news discovery, Leadpages for sales enablement, and Shift for browser-based productivity.
Paved’s CEO John McLaughlin described the origins of the company as a response to a gap in newsletter sponsorship infrastructure.
“That gap stuck with me and it’s what we set out to solve with Paved,” said McLaughlin. “Email remains a top driver of ecommerce, and joining Redbrick enables us to accelerate growth and cement its place in the broader £550 billion programmatic ecosystem.”
Innovating newsletter advertising with automated monetisation
Paved’s patented native ad placement technology allows advertisers to customise ads within newsletters, adjusting font, colour, and imagery to create seamless branded experiences. The platform also provides advertisers with real-time performance data, offering verified insights on publisher engagement, clicks, and impressions.
Marco Pimentel, chief marketing officer at Redbrick, highlighted the growing importance of email and newsletters as first-party data channels, particularly as brands seek alternatives to feed-driven ecosystems dominated by walled gardens.
“Paved is set to transform newsletter advertising with an automated monetisation solution, making email a direct, scalable, and sustainable growth channel beyond feed-driven ecosystems,” said Pimentel.
The acquisition strengthens Redbrick’s position in content amplification and advertising technology, enhancing its ability to help publishers and brands drive engagement through direct audience connections.
Whether you want to learn how to use LinkedIn, X or Facebook for marketing, or need to brush up on business skills like leadership, presentation skills or managing meetings, you will find something to enhance your professional skills with these on-demand courses.