Redbrick is acquiring newsletter ad platform Paved

Redbrick, a Canadian technology firm specializing in business acquisitions and development, has announced its latest acquisition: Paved, a newsletter advertising platform that facilitates connections between publishers and advertisers. The deal expands Redbrick’s growing portfolio of digital solutions, integrating Paved’s capabilities into its broader strategy.

Paved operates a marketplace that links advertisers—including major brands like Uber, DoorDash, and Salesforce—with a vast audience of over 253 million newsletter subscribers across more than 3,000 publishers. Notable media outlets such as The New York Times, NBC, Bloomberg, and TechCrunch leverage the platform to enhance their advertising strategies.

he platform enables publishers to generate revenue by embedding targeted advertisements within newsletters, seamlessly integrating with popular email service providers like Mailchimp, Kit, and Beehiiv. Advertisers, in turn, gain access to highly specific audience segments through sponsored placements, dedicated emails, and blog integrations.

With growing concerns over digital advertising reliance on closed ecosystems, email newsletters offer a direct channel for audience engagement. Marco Pimentel, Redbrick’s Chief Marketing Officer, emphasized this shift, stating, “Paved’s automation and monetization tools position newsletters as a scalable and independent growth channel beyond algorithm-driven platforms.”

Paved’s technology allows for native ad placement customization, ensuring that advertisements match the look and feel of the host newsletter in terms of font, color, and imagery. Additionally, advertisers benefit from real-time performance tracking, including publisher engagement data, impressions, and click-through rates, ensuring greater transparency in digital marketing campaigns.

John McLaughlin, Paved’s CEO and Founder, highlighted the opportunities presented by the acquisition, noting that Redbrick’s support will fuel further innovation and expansion. “With Redbrick’s backing, we can accelerate our vision of reshaping newsletter advertising, offering enhanced solutions for both publishers and advertisers in an evolving digital landscape,” McLaughlin said.

Redbrick, a Certified B Corporation™, has built a portfolio of technology-driven companies aimed at empowering businesses and creators. The acquisition of Paved adds to Redbrick’s existing lineup, which includes Animoto for video creation, Delivra for email and SMS marketing, Duplex for content discovery, Leadpages for sales tools, and Shift, a productivity-focused browser.