Passendo, the leading European in-email advertising platform commercialising newsletter inventory, has launched its unique ad server and exchange in the UK market with seasoned publishing data expert Anthony White heading up the team.

Despite the worldwide downturn in 2020, following on from the impact of COVID-19, Passendo has continued its solid growth trajectory, recently recording back-to-back record revenue-making months.

Since 2018, revenue from their SaaS platform has increased by over 600%, alongside further increases in transactional revenue on the ad exchange.

CEO Andreas Jürgensen says the continued growth in these challenging times has proven the case and need for a technology that can help the world’s largest media publishers activate new revenues in an existing and untapped media channel - through in-email advertising.

“This year we added a high profile, premium financial publisher in the UK which has somewhat sped up our plans for expansion there.”

“We are also rolling out an integrated partnership with Groupon that has further proven to us that there is high interest in the market.”

Senior publishing tech professional Anthony White joins the team from LiveRamp where he was part of launching LiveRamp's Authenticated Traffic Solution in the UK and more broadly working with publishers on identity, compliance and monetisation.

Prior to this, Anthony’s extensive experience has included working with email ad serving technologies as well as spending many years leading commercial teams at publishers including Metro, Dennis and Bauer.

“In 2021 the UK strategy will be focused on building and enabling our inventory, then also establishing our exchange,” Anthony says.

“The time is definitely right for launching in the UK. With an ever-pressing need to grow increasingly diversified revenues, publishers are realising that there is a lot of untapped value within their highly engaged email inventory.”