Overview: How the Ad Network works for publishers

The Ad Network is a 'hands-free' option for email sponsorships. You insert a bit of code into your newsletter that displays an ad to subscribers based on their interests and demographics. 

This works on a pay per click (PPC) or thousand impressions basis. Most publishers find this is an economic way to fill spare slots not booked for a traditional sponsorship. You receive payment monthly. Your earnings on the Ad Network is influenced by how valuable your audience is as advertisers will bid more to reach certain people (for example managers or CEOs).

Programmatic Technology 

The Ad Network operates using programmatic technology. 

Paved builds a profile for each subscriber using data from a variety of vendors. All data collection is run against a hashed email address. This means we never store information directly related to an email address. We do this to protect the publisher and subscriber’s privacy and comply with privacy laws. 

When a user opens an email containing an ad unit from the Ad Network, Paved scans the network to see if they match any targeting criteria. If they do, the ad loads instantly. If they do not, the ad unit will appear invisible to the subscriber. 

Targeting means that an ad only shows up if it’s relevant to a subscriber. Ultimately advertisers get more accurate marketing on email while publishers can to fill spare inventory and serve ads that are more likely to earn revenue. 

Bids, CPC, and CPM on the Ad Network 

Like social media ads, the Ad Network operates on a bid per click or thousand impressions. Advertisers do not pay a lump sum to appear on a single newsletter, but rather pay many newsletters small amounts to reach a portion of their audience.

The more sought after or niche an audience, the higher the cost per click (CPC) or impression (CPM). Paved uses a bidding structure to assign priority. The higher a bid, the more likely an ad will beat out competitors. This creates a competitive marketplace and ensures you will always receive the maximum earnings for each subscriber on your list. 

Listing your newsletter on the Ad Network 

You can only apply to join the Ad Network. We manually review each application to ensure quality. 

Once you are accepted, it takes up to 24 hours for a profile to be built for a new subscriber. We are working to reduce this time.

While the profile is being built, our designers will create a custom ad unit based on your requirements. This is then converted into HTML to be inserted into your newsletter template. If you do not want to run targeted ads on any particular sent, simply delete the code. There is no lock-in or subscription. Only use the network when you want to. 

Apply to the Ad Network

Fees and Costs

There are no sign up or subscription fees

How advertisers book an ad on the Ad Network:  

  1. Select a target audience using demographics and interests
  2. Write ad copy and upload a creative or logo
  3. Choose to pay per click or impression (CPC or CPM) 
  4. Set a daily budget, bid level, and campaign run-dates
  5. Ad is automatically inserted into newsletters with subscribers matching the targeting criteria 

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