email Newsletter ad-serving platform and progrommatic network
A New Chapter in UK Email Advertising – Brought to Market by DW3 Media in Partnership with Passendo
DW3 Media is proud to lead UK client direct commercial development for Passendo, the European AdTech platform powering in-email advertising across newsletters from major publishers, including The Telegraph, Mirror, Express, OK! and 80+ regional newspaper groups. Together, these newsletters generate over 250 million impressions per month, reaching more than 10 million opted-in UK readers.
Passendo’s technology enables publishers to monetise their email inventory with dynamic, privacy-compliant advertising formats, while maintaining full editorial control. Through DW3 Media, UK advertisers can now access this high-quality inventory directly, bypassing media agencies, inflated programmatic fees, and low-performance remnant inventory.
DW3 Media’s Role & Commercial Vision:
DW3 Media is Passendo’s official UK commercial partner, responsible for developing and launching the UK’s programmatic newsletter marketplace.
We are building a strategic commercial framework to:
1) Establish a UK-first email advertising network – allowing SME advertisers direct access to tier-2 ad-inventory on leading editorial newsletters
2) Deliver stronger CPM returns for publishers by pricing tier-2 inventory above remnant progrommatic network levels, but below agency rates
3) Offer cost-efficient, high-quality access for advertisers traditionally priced out of premium email campaigns
4) Champion direct advertiser relationships, without intermediaries, for greater transparency, insight and control
This isn’t media brokering. It’s a strategic partnership built on performance, integrity, and innovation in an under-utilised channel.
What we have delivered
Although still early stage, DW3 Media has already laid the foundations for UK market growth:
1) UK Pricing Model – Developed a bespoke CPM structure reflecting sector demand, publisher needs and market dynamics
2) Segment & Targeting Strategy – Defined category-aligned audience approaches to support advertiser planning
3) Sales Materials – Led development of the UK media pack, value proposition, and bespoke pitch content
4) Direct-to-Market Campaigns – Delivered initial B2B marketing, including A/B-tested outreach and qualified lead conversion
5) Advertiser Engagement – Cold calling, client development and feedback gathering to support UK market evolution
Visit Passendo here
Passendo’s self-serve platform, advertisers can:
- Launch, pause or optimise campaigns in real time
- Set budgets and track performance with full visibility
- Avoid hidden mark-ups, with pricing locked and clear
Context is king — and Passendo delivers it.
Campaigns appear in themed editorial newsletters, from health, food and lifestyle to money and entertainment, sent by UK publishers readers trust. With layered demographic and geo-targeting, ads are served where they’re relevant, read and effective.
Passendo gives advertisers access to
- 10M+ fully opted-in UK subscribers
- 250M+ monthly impressions
- National, regional and niche lifestyle publishers
Whether display or native formats, each ad appears in a premium context, built for engagement — and delivered by a platform built on compliance and consent.