You've built an audience. Now you want to turn it into revenue. Newsletter sponsorships are the most direct path, and according to InboxReads' 2025 State of Newsletters report, 77% of newsletters are already pursuing them, up from 72% the year before.
Paved gives you two ways to make that happen: the Marketplace and the Ad Network. They're built for different goals, so choosing the right one from the start will save you a lot of second-guessing later.
This guide explains how each option works, where they differ, and how to decide which one fits your newsletter.
Paved Marketplace: get discovered, close deals, set your own rates
The Marketplace is Paved's sponsorship discovery platform. When you join, you get a free, SEO-optimized publisher profile that puts your newsletter in front of thousands of active advertisers, including brands like Uber, HubSpot, Noom, and Monday.com.
This option is built for publishers who want control. You set your own rates, define your availability, choose which sponsors to accept, and negotiate terms on your own terms. Paved handles the operational side: invoicing, insertion orders, contracts, and payouts are all managed for you.
How it works
Create your profile. Sign up and build your free publisher profile. It's optimized to surface in advertiser searches based on your niche, audience size, and engagement metrics.
Accept sponsors. Advertisers browse the Marketplace and reach out to newsletters that match their target audience. You review each inquiry and decide who to work with.
Send your newsletter. You run the sponsorship in your regular send, on your schedule.
Get paid. Paved processes payment and handles all the administrative back-and-forth.
Smart Pricing for unsold inventory
One useful Marketplace feature is Smart Pricing, which automatically updates your remnant sponsorship price as your send date approaches. This helps you fill last-minute slots without manually discounting or chasing leads.
What the Marketplace is best for
Publishers with an established audience who can command premium rates
Newsletters with a strong niche or vertical where brand alignment matters
Publishers who want to build long-term advertiser relationships
Anyone who prefers to vet sponsors before they appear in their newsletter
Paved Ad Network: earn money with every send, automatically
The Ad Network is Paved's automated sponsorship placement system. Instead of pitching to advertisers or reviewing inbound inquiries, you drop a snippet into your newsletter template once, and Paved does the rest.
This option is built for publishers who want revenue without the sales work. Every time you send, your newsletter is automatically matched with a relevant, premium advertiser from the network. You earn on a CPC (cost-per-click) basis, and payouts go out monthly.
How it works
Design your ad placement. Use Paved's Native Ad Editor to create an ad slot that matches your newsletter's visual style. You can choose top, middle, or footer placement.
Add the snippet. Copy and paste the HTML code into your newsletter template. This is a one-time setup.
Send your newsletter. Paved automatically matches your send to the highest-bidding relevant advertiser in the network.
Get paid. You receive a monthly payout for every click your ad generates.
How pricing works
The Ad Network runs on an auction model. Advertisers bid between $0.50 and $10 per click, and Paved's system selects the highest-paying match for each send. The average payout per click across the network has been $1.45 (based on the last 30 days of network data).
Advertiser controls
You're not locked into showing every category of advertiser. The Ad Network includes two opt-out tools:
Category opt-out: Block entire advertising categories you don't want appearing in your newsletter (finance, supplements, crypto, etc.)
Domain opt-out: Block specific brands or websites from ever appearing in your sends
What the Ad Network is best for
High-frequency senders who want consistent revenue without managing individual deals
Publishers who want to fill unsold inventory automatically
Anyone who wants to test monetization with minimal setup time
Marketplace vs Ad Network: a side-by-side comparison
Here's how the two options stack up across the factors that matter most when you're setting up monetization for the first time.
| Marketplace | Ad Network |
Setup | Create a free publisher profile | Drop an HTML snippet into your template |
Advertiser selection | You review and approve each sponsor | Automatic matching by Paved |
Pricing model | You set your own rates | CPC payouts |
Revenue type | Flat-fee sponsorships | Pay-per-click |
Control over ad content | High — you approve creatives | Moderate — category and domain opt-outs |
Operational effort | Moderate — review inbound, manage calendar | Very low — one-time setup |
Best for | Premium positioning | Automated fills |
Paved handles | Invoicing, contracts, payouts | Matching, delivery, payouts |
Both options are free to join. You're not required to choose just one.
How to choose the right option for your newsletter
The honest answer is that the right starting point depends on where your newsletter is right now.
Start with the Ad Network if:
You send frequently and want every issue to generate revenue without managing a sponsorship calendar
You want to test monetization quickly with minimal setup
You'd rather fill inventory automatically than leave slots empty while waiting for the right advertiser
Start with the Marketplace if:
You have a well-defined niche and an engaged audience that advertisers would pay a premium to reach
You care about brand alignment and want to approve every sponsor before they appear in your newsletter
You're ready to manage a sponsorship calendar and review inbound inquiries
You want to build long-term advertiser relationships with higher per-placement revenue
The Marketplace rewards publishers who can demonstrate clear audience value. If your open rates and niche are strong, you'll likely command significantly more per placement than a CPC model would generate.
Use both
Many publishers on Paved run both in parallel. A common setup: use the Marketplace for premium, negotiated sponsorships and let the Ad Network fill any unsold slots automatically. This hybrid approach is what most professional newsletter operators settle into over time, because it maximizes revenue across your full inventory without leaving gaps.
Frequently asked questions
Is Paved free to use?
Yes. Creating a publisher profile and joining the Ad Network are both free. Paved takes a revenue share on sponsorships facilitated through the platform.
How does Paved protect my subscriber data?
Paved does not share your subscriber data with advertisers. The platform is fully compliant with global privacy and data protection laws. Advertisers see your aggregate audience metrics, not your list.
Can I control which advertisers appear in my newsletter?
Yes, on both options. In the Marketplace, you approve every sponsor before they're confirmed. In the Ad Network, you can opt out of specific advertiser categories or block individual domains.
When do I get paid?
Ad Network payouts go out on a net 60 basis. Marketplace payments are handled by Paved on your behalf after each confirmed sponsorship send. You can set up your payout preferences in your account under Payouts > Payout Settings.
Can I use Paved alongside my existing ESP?
Yes. Paved works with your current email service provider. You don't need to migrate or rebuild your newsletter setup to use either option. For details on supported integrations, see Paved's ESP integrations page.
What's the difference between Marketplace and Booker?
Booker is a separate Paved tool for managing direct sponsorship deals you source yourself. It's designed to streamline workflows for publishers who already have advertiser relationships and want a better system for proposals, scheduling, and payments. The Marketplace, by contrast, surfaces inbound demand from advertisers who are actively looking for newsletters to sponsor.
Ready to get started?
Both the Marketplace and Ad Network are free to join. Create your publisher account and you'll have access to both options from day one. Set up the one that fits where you are now, and add the other when it makes sense
