Passendo

Passendo operates a vertical adtech model built specifically for email and newsletter advertising. On the supply side, it provides publishers and media owners with ad serving, campaign management, reporting, traffic quality controls, and yield optimisation tools. On the demand side, it offers buyers access to curated newsletter inventory through a dedicated DSP. This creates value by helping publishers monetise first-party audience relationships and enabling advertisers to buy privacy-compliant email media through specialised infrastructure.

Passendo is a Danish adtech company focused on advertising and monetisation within email and newsletter environments. Its product suite includes an email ad server for publishers, a next-generation ad server with traffic filtering and workflow improvements, a DSP for advertisers and agencies buying newsletter inventory, and a monetisation offering that connects publishers with premium demand. The company sells software and monetisation infrastructure rather than consumer products, serving publishers, media owners, sales houses, advertisers, agencies, and ad operations teams.

Its revenue model combines SaaS-style platform access with transaction-linked advertising income. Publishers use Passendo’s technology to manage direct-sold and programmatic email campaigns, while advertisers and agencies use its DSP to access newsletter inventory. Passendo also appears to earn from managed monetisation and curated demand access, giving it exposure to both recurring software revenue and take-rates on advertising spend.