Redbrick, a Victoria-based company known for building and acquiring innovative businesses, has announced its acquisition of Paved, a leading newsletter advertising platform connecting publishers with advertisers.
Paved operates a premium marketplace that facilitates advertising partnerships between major brands—such as Uber, DoorDash, and Salesforce—and 3,000+ publishers, including The New York Times, NBC, Bloomberg, and TechCrunch.
With a reach of 253 million newsletter subscribers, Paved helps publishers monetize their email audiences while providing advertisers with direct access to engaged readerships.
“In a digital landscape dominated by walled gardens, email 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.”
Paved’s platform integrates seamlessly with Mailchimp, Kit, and Beehiiv, offering publishers native ad placements that blend into emails. Advertisers benefit from real-time insights on publisher performance, clicks, and impressions, ensuring transparency and measurable results.
John McLaughlin, CEO and Founder of Paved, expressed enthusiasm about the acquisition: “Joining forces with Redbrick represents an incredible opportunity to scale Paved’s vision of revolutionizing newsletter advertising. With Redbrick’s resources and expertise, we’re poised to expand our platform’s capabilities, empower publishers and advertisers with even greater innovation, and unlock new growth opportunities in the rapidly evolving digital advertising space.”
Redbrick, a Certified B Corporation, continues to grow its technology portfolio, which now includes Paved alongside platforms such as Animoto (video creation), Delivra (email and SMS marketing), Duplex (syndicated content discovery), Leadpages (sales enablement), and Shift (a power browser for productivity).
With this latest acquisition, Redbrick aims to solidify its position in the digital advertising sector, offering publishers and advertisers a powerful solution to navigate a shifting online landscape.
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