• by Ray Schultz , Columnist, 4 hours ago

Publishers trying to sell their email newsletter inventory have a new tool. Boostr, an ad management platform for media businesses, has formed a partnership with Passendo, a firm that specializes in email ad serving. 

The arrangement is designed to help joint clients “centralize their entire ad operation, from first pitch to final reconciliation, ensuring no revenue is left on the table in this vital channel,” says Patrick O’Leary, founder & CEO of Boostr.

It brings together Boostr’s platform with Passendo’s email ad server and monetization tools to enable publishers to manage high-demand newsletter and email ad campaigns, the firms claim. 

The partnership provides several benefits to publishers, the companies say. 

First, it provides them with a single source of truth, allowing them to overcome operational issues and get the most out of their premium email inventory. 

It also allows publishers to manage, package and forecast email inventory, whether direct-sold or programmatic. And this can be done in the same system they use for display and native. 

Moreover, the collaboration provides streamlined cross-team workflows—sales, ad ops and rev ops teams benefit from automation across the campaign lifecycle.

“Email newsletters have proven to be a critical, high-engagement channel for publishers, but managing that revenue stream often exists in a silo,” O’Leary says. “By integrating with Passendo, we are fulfilling our mission to conquer media business complexity.”

Passendo’s email serving platform leverages first-party data while providing insights into user performance, says Anders Rasmussen, founder & chief operating officer at Passendo. He adds, "When combined with Boostr’s OMS and CRM capabilities, publishers gain the operational clarity and control they need to grow email as a strategic, high-margin channel.”