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.
Paved's revenue model takes a percentage of each deal — typically in the 20–30% range — in exchange for handling advertiser discovery, vetting, and payment. That's a reasonable trade for publishers who have no sales bandwidth. But for publishers earning $2,000+/month in sponsorships, Paved's cut represents $400–$600 per month that could instead fund content, staff, or growth. As newsletters scale, the case for owned infrastructure grows stronger because the serving fee on the same revenue becomes a much smaller fraction.
The platforms serve different parts of the publisher journey. Early-stage newsletters (under 5,000 subscribers) often start on Paved because getting into the marketplace validates your newsletter with advertisers and generates inbound brand interest. Once you have a track record, direct relationships with 3–5 recurring sponsors, and consistent open rates above 35%, the infrastructure argument gets compelling: MailAdx lets you run those same direct deals without paying a marketplace cut, while adding programmatic fill for inventory the direct deals don't cover.
Publishers often ask whether they can keep Paved deals and add MailAdx simultaneously. The answer is yes, with a clear separation: Paved handles the discovery and deal-booking workflow for sponsors you find through their marketplace; MailAdx handles the ad serving, real-time delivery, and impression reporting. When a Paved deal is confirmed, you set it up as a direct-sold line item in MailAdx and let the ad server handle delivery. The creative workflow stays the same — only the serving layer changes.
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 | ||
| Native ad format (composite PNG, no JS) | ||
| Ad Journeys (sequential ad campaigns) |
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.
When Paved is the better choice
- You want instant access to a curated pool of advertisers without running your own sales motion.
- You're a solo newsletter operator who doesn't want to configure ad infrastructure — Paved handles everything.
- Your newsletter is in a niche well-represented by Paved's advertiser base (tech, B2B, media).
- You prioritize simplicity over maximizing eCPM — Paved's managed flow trades some yield for zero ops overhead.
Not sure which fits your situation? Talk to us — we'll give you an honest recommendation.
Frequently asked questions
What percentage does Paved take from newsletter ad deals?
Paved's fee is typically in the 20–30% range of the total deal value, though specific terms vary. MailAdx charges a flat CPM serving fee rather than a revenue share — publishers keep the difference between what advertisers pay and the platform's serving cost, which is substantially more at scale.
Can I use Paved and MailAdx together?
Yes. Use Paved for advertiser discovery and deal booking; use MailAdx as the ad server that delivers those confirmed deals. When a Paved sponsor is confirmed, create a direct-sold line item in MailAdx with the agreed creative and budget. Programmatic demand fills any remaining inventory automatically.
Does MailAdx help publishers find advertisers like Paved does?
MailAdx includes an advertiser-facing DSP where brands can discover your newsletter and request placements directly. It's not a curated marketplace like Paved, but publishers on MailAdx build direct commercial relationships with advertisers who find them through the platform. Many supplement MailAdx with outbound sales to brands they want to work with.
Which is better for early-stage newsletters — Paved or MailAdx?
For newsletters under 3,000 subscribers without a track record, Paved's marketplace gives faster access to advertisers who trust Paved's curation. MailAdx makes more sense once you have consistent open rates, some direct sponsor interest, and want to maximize per-impression revenue. Many publishers start on Paved and graduate to MailAdx as their ad revenue grows.
How do I migrate my Paved sponsors to MailAdx?
If you have direct relationships with brands from Paved deals, you can move those to direct-sold campaigns in MailAdx — you own the commercial relationship once a deal is done. For brands who only know you through Paved's marketplace, you'd need to re-establish contact. MailAdx provides delivery reports and attribution data that make that conversation straightforward.
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