Paved

Overview

Paved is a newsletter advertising marketplace that connects publishers with premium brands seeking engaged newsletter audiences. Paved partners with over 3,000 publishers reaching more than 253 million subscribers worldwide , positioning it as one of the largest dedicated newsletter advertising platforms. Paved was acquired by Redbrick in March 2025 , a strategic move that aims to expand the platform's capabilities and scale within the broader programmatic advertising ecosystem.

The platform connects top advertisers like Uber, DoorDash, and Salesforce with newsletter publishers , focusing on quality placements rather than commodity ad inventory. For newsletter creators, Paved operates both as a marketplace where you can list your newsletter for direct sponsorships and as an ad network that automatically fills unsold inventory with native ads. Typical CPM rates range between $15 and $30 per 1,000 opens, depending on factors such as audience engagement, niche, and advertiser demand .

What distinguishes Paved from general advertising networks is its exclusive focus on newsletter monetization. With a payout per click averaging $1.45 over the past 30 days , Paved demonstrates its commitment to delivering meaningful returns for publishers. The platform handles the complexity of advertiser relationships, campaign management, and payment processing, letting newsletter creators focus on content while generating consistent advertising revenue.

Best For

Paved works best for established newsletter creators with engaged audiences who want premium advertising partnerships without managing direct sales. This includes independent publishers with thousands of active subscribers, media brands monetizing multiple newsletters, niche content creators with highly targeted audiences, and writers who have tried lower-quality ad networks and want better CPMs. The platform particularly suits creators sending consistent newsletters with strong open and click rates, as advertiser demand and pricing favor publications with proven engagement metrics.

Key Features

• Premium Marketplace Listings: Publishers can list their newsletters in Paved's marketplace where advertisers actively browse for sponsorship opportunities. This visibility connects you with brands seeking your specific audience rather than requiring constant self-promotion to potential sponsors. The marketplace showcases your newsletter's metrics, niche, and audience demographics, helping advertisers determine fit before reaching out.

• Automated Ad Network: Beyond direct sponsorships, Paved operates an ad network that automatically places native ads in your newsletters when you have unsold inventory. This backfill system ensures you never leave money on the table during weeks when you haven't secured direct sponsors. The automated placements integrate seamlessly with your newsletter's format, maintaining editorial quality while generating revenue.

• Performance-Based Pricing: For email sponsorships, most newsletter CPCs fall between $1 and $5 , with the average CPC in a study of the most re-booked sponsorships on Paved coming in around $5.00 . The platform's pricing reflects actual advertiser performance rather than just impression counts, aligning publisher incentives with delivering engaged audiences that take action on sponsored content.

• Booker Tool and Campaign Management: Paved provides tools that streamline the sponsorship process, from discovery through campaign execution and reporting. The platform handles scheduling, ad trafficking, performance tracking, and payment processing, eliminating administrative overhead. For newsletter creators who want advertising revenue without becoming ad operations specialists, this managed approach simplifies monetization.

• Quality Advertiser Network: Paved connects publishers with top brands like Uber, DoorDash, and Salesforce , ensuring the ads appearing in your newsletter come from reputable companies. This brand quality matters for maintaining subscriber trust and editorial credibility. The platform vets advertisers, reducing your risk of running questionable promotions that could damage your reputation.

Pricing

Paved operates on a commission-based model where the platform takes a percentage of advertising revenue rather than charging publishers upfront fees. Specific commission rates are not publicly disclosed, though this structure means publishers only pay when they earn. Publishers can expect CPM rates typically ranging between $15 and $30 per 1,000 opens , with actual rates varying based on audience engagement, niche specialization, and advertiser demand. Recent data shows publishers earning an average payout of $1.45 per click through the platform. There are no subscription fees or minimum commitments required to join, making it accessible for creators at various stages. The platform is free to sign up for both publishers and advertisers, with revenue generated through transaction fees on successful sponsorships.