The Boostr and Passendo partnership signals a meaningful shift in how publishers manage and monetize premium email advertising, a channel that has become increasingly important as audiences migrate toward direct and trusted content experiences. As publishers look to unify operations and maximize high value inventory, the collaboration brings email advertising into the same operational framework as display and native channels.
Boostr, a unified ad management platform for media businesses, announced a strategic partnership and platform integration with Passendo, a global provider of email ad serving technology. The integration allows publishers to manage, forecast, and execute newsletter and email advertising campaigns directly inside the Boostr platform, eliminating the silos that have traditionally surrounded email monetization.
Through the integration, Boostr connects with Passendo’s dedicated email ad server and monetization capabilities, creating a single system for managing advertising across channels. Publishers can now oversee premium email inventory alongside other formats, using one source of truth for planning, execution, billing, and reporting. This approach is designed to reduce operational friction while improving visibility into performance and revenue.
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Email newsletters have emerged as a high engagement environment for publishers, driven by first party data and loyal subscriber relationships. Despite this value, email advertising has often been managed separately from broader ad operations. The Boostr and Passendo partnership addresses this challenge by bringing email inventory into centralized forecasting and packaging workflows. Publishers can plan direct sold and programmatic email campaigns within the same system used for other ad products, creating consistency across sales and operations teams.
The integration also supports more efficient collaboration across sales, ad operations, and revenue operations. Automated workflows within Boostr extend to email campaigns powered by Passendo, enabling smoother campaign setup, delivery, and reconciliation. Accurate performance and revenue data from Passendo flows directly into Boostr, helping publishers make informed decisions based on consistent reporting rather than fragmented metrics.
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Patrick O’Leary, Founder and CEO of Boostr, emphasized the strategic importance of email. “Email newsletters have proven to be a critical, high-engagement channel for publishers, but managing that revenue stream often exists in a silo. By integrating with Passendo, we are fulfilling our mission to conquer media business complexity. Our joint clients can now centralize their entire ad operation, from first pitch to final reconciliation, ensuring no revenue is left on the table in this vital channel.”
From Passendo’s perspective, the partnership strengthens the role of email as a core revenue driver rather than a secondary tactic. Anders Rasmussen, Founder and CCO at Passendo, said, “If you’re looking to maximize your revenue from email advertising, this partnership delivers a major step forward. Passendo’s leading email ad-serving platform streamlines workflows, leverages first-party data, and provides deep insights into user performance. When combined with Boostr’s OMS and CRM capabilities, publishers gain the operational clarity and control they need to grow email as a strategic, high-margin channel. We’re thrilled to partner with Boostr to bring this value to joint customers.”
The integration is immediately available to joint customers. As the Boostr and Passendo partnership moves into market, it reflects a broader industry push toward unified ad management, where premium email inventory is treated as a core component of publisher revenue strategy rather than an isolated channel.
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