Redbrick has acquired Paved, a newsletter advertising platform that connects publishers and advertisers with more than 253 million newsletter subscribers across 3,000-plus publishers.
Paved helps publishers monetize their newsletter subscription base through ad placements integrated with top email service providers (ESPs) like Mailchimp, Kit and Beehiiv. Brands 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.
Additionally, Paved connects top advertisers such as Uber, DoorDash and Salesforce with publishers like the New York Times, NBC, Bloomberg and TechCrunch, according to company officials.
Offering Strategic Guidance and Scalability
Redbrick’s portfolio of past acquisitions includes Animoto, Delivra, Duplex, Leadpages and Shift. This deal aligns with Redbrick’s overall M&A strategy, which entails targeting companies that need strategic guidance and shared resources to scale.
CEO John McLaughlin initially came up with the idea for Paved while exploring new marketing and experiencing firsthand how newsletter sponsorships delivered incredible ROI but lacked scalable infrastructure in a statement announcing the deal. “That gap stuck with me and it’s what we set out to solve with Paved,” said McLaughlin in a statement. “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.”
Enriching Redbrick’s Portfolio
Paved’s patented native ad placement technology for email allows companies to create native experiences by customizing ads — including font, color and imagery. Additionally, the company provides advertisers with real-time publisher performance, clicks and impressions based on verified publisher data to ensure transparency and impact.
Redbrick’s technology portfolio encompasses all key content amplification touch points, including Animoto for video production; Delivra for email and SMS marketing; Duplex for syndicated news discovery; Leadpages for sales enablement and the Shift “power browser.”
“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 in a statement. “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.”
