MailAdx vs Paved for newsletter advertising
Paved is a newsletter ad marketplace. MailAdx is an ad infrastructure platform. Both serve the newsletter ad market, but for very different use cases.
Paved is a curated marketplace that connects advertisers with newsletter publishers. It's excellent for publishers who want to be discovered by a large pool of advertisers without building their own sales function. Paved handles deal negotiation, creative review, and payments.
MailAdx is the infrastructure layer: SSP inventory management, a full DSP for advertisers, and an open-time ad server. If you want to run programmatic demand, direct deals at custom rates, or build your own publisher network, MailAdx provides the technical foundation.
Many publishers use both: Paved as a demand source connected to MailAdx's OpenRTB integration, and MailAdx as the ad server that handles placement logistics and open-time decisioning.
Feature comparison
| Feature | MailAdx | Paved |
|---|---|---|
| Publisher ad infrastructure (SSP) | ||
| Advertiser campaign platform (DSP) | ||
| Open-time ad server | ||
| Custom price floor management | ||
| OpenRTB programmatic integration | ||
| Managed marketplace / discovery | ||
| Advertiser discovery for publishers | ||
| Works with any ESP | ||
| Multi-placement waterfall | ||
| White-label network portal | ||
| Built-in demand pool | ||
| API-first architecture |
Where MailAdx wins
Infrastructure vs marketplace
Paved is a demand aggregator: it connects you with advertisers from its network. MailAdx is a technical infrastructure layer: it gives you the tools to manage inventory, connect to any demand source, and make real-time ad decisions. Publishers who want control over their ad stack need infrastructure. Publishers who want passive discovery need a marketplace.
Programmatic demand at scale
MailAdx supports OpenRTB integrations with any compatible demand-side platform, exchange, or SSP. Paved is a closed marketplace with its own pool of advertisers. If you want to tap into programmatic demand beyond a single marketplace, MailAdx is the only option.
Custom pricing and deal structures
MailAdx gives you complete control over floor prices, deal types (CPM, CPC, flat fee), advertiser-specific rates, and payment terms. Paved standardises deal structures for marketplace efficiency — which helps if you want simplicity, but limits optimisation if you have direct relationships worth negotiating.
Multi-publisher and network operations
MailAdx supports multi-publisher network accounts, white-label portals, and aggregated reporting across a portfolio. Paved is designed for individual publisher accounts. For anyone operating an ad network or managing publishers on behalf of a media company, MailAdx is the right tool.
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