• by Ray Schultz , March 11, 2025

Canadian management and investment firm Redbrick has acquired Paved, a newsletter advertising platform used by multiple publishers and advertisers. 

The terms were not disclosed. 

Paved connects advertisers such as Uber, DoorDash, and Salesforce with publishers like  The  New York Times, NBC, Bloomberg and TechCrunch, reaching 253 million newsletter subscribers.

"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," says Marco Pimentel, chief marketing officer 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 ad placement technology for email allows advertisers to customize ad design, including font, color and imagery, it says.

"While exploring new marketing channels prior to Paved, I saw firsthand how newsletter sponsorships delivered incredible ROI but lacked scalable infrastructure," says John McLaughlin, CEO and founder of Paved. "That gap stuck with me and it’s what we set out to solve with Paved.”

McLaughlin adds: “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."