Passendo

The company operates a two-sided adtech platform centred on email newsletter inventory. On the supply side, it provides an ad server and SSP-like tools that enable publishers to manage direct-sold, programmatic, reseller, and third-party ads in newsletters, control pricing (CPM, CPC, CPL), and access curated demand via a members-only monetisation programme. On the demand side, it provides a DSP-style interface and specific campaign products that allow advertisers and agencies to buy targeted placements in trusted newsletters. Value is created by improving yield and operational control for publishers and offering brand-safe, cookie-less, inbox inventory with contextual and geo targeting for advertisers. Revenue is generated through publisher platform contracts tied to email impression volumes, onboarding fees, and fees or margins on media spend transacted through its managed demand products and DSP.

Passendo ApS is a Denmark-based adtech company focused on monetising email newsletter inventory for publishers. It provides an email-first ad server and supply-side platform that lets publishers manage direct-sold and programmatic advertising within newsletters, plus a demand-side interface and managed demand products for advertisers and agencies.

The company generates revenue by charging publishers for platform access based on newsletter email impressions, alongside a one-off onboarding fee, and by taking fees or margins on advertising campaigns run through its marketplace-style products and DSP. Its core customers are digital publishers and media groups with newsletter inventory on the supply side, and advertisers, agencies, and trading desks buying newsletter placements on the demand side.