Paved is a newsletter advertising platform that helps publishers sell sponsorships without chasing brands one by one. It runs two products for publishers: the Marketplace, where advertisers book sponsorships at rates you set, and the Ad Network, which fills your ad slot automatically and pays per click. It works with newsletters on any email platform.
At a glance
| What it is | Newsletter sponsorship platform |
| Marketplace | Advertisers book slots at your prices |
| Ad Network | Automatic placements, paid per click |
| Marketplace commission | Reported at 30% of bookings |
| Ad Network payouts | Net 60 |
| Also | Booker, a tool for deals you source yourself |
| Owner | Acquired by Redbrick in March 2025 |
How it works
You create a publisher account, add your newsletter and its audience data, and list your sponsorship options. In the Marketplace, advertisers browse newsletters and send requests; you accept, reject or propose new dates. Once a sponsorship is scheduled, you send it on the agreed day and Paved handles invoicing and payment. In the Ad Network, you add a snippet to your newsletter template once and Paved fills the slot with relevant ads, paying you per click.
Many publishers run both: premium deals through the Marketplace and the Ad Network to fill unsold slots.
The Marketplace
The Marketplace suits newsletters with a clear niche and an established audience that brands want to reach. You set your own rates. Advertisers pay no platform fee, and reviews report that Paved takes a 30% commission from publishers on Marketplace bookings, so factor that into your pricing.
The Ad Network
The Ad Network suits publishers who want to test sponsorship income with minimal setup. Payouts go out on a net 60 basis.
What you can realistically earn
Rates depend heavily on niche. Paved’s Q3 2026 benchmarks put Human Resources newsletters at about $18.47 per 1,000 subscribers against $1.22 for Lifestyle. Paved also reported that publishers on its Marketplace earned 30% more in 2025 than in 2024.
Getting started
Sign up as a publisher, fill in your audience details carefully and set realistic rates. Start with the Ad Network if you want quick results, then add Marketplace listings as your audience grows.
Common mistakes
Some publishers price slots without accounting for the commission. Others leave their profile thin, which makes it hard for advertisers to judge fit.
Booker for your own deals
Paved also offers Booker, a separate tool for managing sponsorship deals you source yourself. It helps you track bookings, creative and payments in one place, so direct deals and Marketplace deals sit side by side.
Building a good profile
Advertisers choose newsletters based on audience data, past performance and fit. Fill in your audience details, topics and engagement figures, and add clear specs for each sponsorship type. Good reports from past sponsors help you rebook and justify higher rates over time.
Keeping track
Paved’s dashboard reports clicks and performance for each sponsorship. If results are low, its help pages suggest checking placement, creative and audience fit. Strong numbers are your best argument when an advertiser considers booking again.
Final tip
List a sponsorship option at an entry price to win first bookings and reviews, then raise rates once you have results to show.
Is it worth it?
For a niche newsletter with a few thousand engaged readers, yes. It saves the time of finding sponsors and handles payment. Smaller general lists may earn little until they grow.
Owen’s take
Paved is a sensible way to turn a niche newsletter into sponsor income without becoming a sales team. Business and professional niches earn far more than general interest lists.
Who it suits
It suits niche newsletters, especially B2B, that want sponsorships across any email platform. It suits less well small general lists with low engagement.
Similar options
- beehiiv runs a native Ad Network.
- Kit offers a sponsor service for large lists.
- SparkLoop pays per referred subscriber.
- Substack focuses on paid subscriptions instead.
More options are in Newsletters.
Pros and cons
Pros
- Works with any email platform
- You set Marketplace rates
- Ad Network fills unsold slots
Cons
- Reported 30% Marketplace commission
- Net 60 Ad Network payouts
- Low rates in some niches
FAQ
Is Paved free for publishers?
Joining is free; Paved earns a commission on bookings.
How much does Paved take?
Reviews report 30% of Marketplace bookings.
When are Ad Network earnings paid?
On a net 60 basis.
Does Paved work with beehiiv or Substack newsletters?
Yes, it works with newsletters on any platform.
Which niches earn most?
Business and professional niches such as HR earn far more than lifestyle.
