• Solutions

    I WANT...

    Tools to ignite my in-email advertisingPublisher solution

    Ad server

    Ad serving technology that enables you to amplify your inventory and monetise your newsletters with high-performing email ads.

    Inventory Monetisation

    Deepen your insights with real-time ad serving that allows you to customise your demand strategy.

    Real Time Ad Serving

    Take your newsletter strategy to the next level with innovative real time ad serving.

    Native Plugin

    Sync your editorial styling and commercial content with a styling framework.

    Self Service

    Open up your inventory​ and let your advertiser clients take control of their media buying.

    Cases

    Our clients share their success with Passendo.

    To market towards high-performing audiencesAdvertiser solution

    Ad Exchange

    Choose the in-email format that suits your campaign and media buying best​.

    Native Display Campaigns

    Increase your reach with our premium in-email inventory and combine all your formats in one strategy.

    Recurring Revenue Campaigns

    Use data-driven decisions, get better CPAs, and see long term results with recurring revenue campaigns.

    Self Service

    Take control of your media buying and reach and convert the right audiences with the Sefl Service platform.

    Cases

    Our clients share their success with Passendo.

    To partner with the leading native SSP to supercharge my businessPartner solution

    Partners

    An ecosystem built on email for email. Connect with new, responsive exclusive inventories.

    DSPs

    New, exclusive inventories for Demand Side Platforms with the largest digital cookies-less channel.

    ESPs

    We are ESP-agnostic – we can work with any in-house and third party newsletter-sending platform.

    Cases

    Our clients share their success with Passendo.

    The Power of Newsletters in Advertising
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    Guides Overview
    Cases

    Publisher Cases

    Advertiser Cases

  • Pricing
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FAQ’s

A quick guide to our most commonly asked questions

Quick Navigation

Dashboard

Calculated by number of opened emails per month x the number of ad placements within said emails – e.g 500,000 opens x 3 placements = 1,500,000 impressions
These are measured by your ESP, we only measure activities that are done when an ad is called, ie. when an email is opened
Yes, this is done upon account setup
Yes, you have full admin controls as to user/team level access
Yes, there are no limits to the number of users you may have within Passendo, these can be added under Setup – Users (If Admin) or by contacting us
Yes, we can create role specific permissions based on the features needed by the user, e.g Ad Ops for campaign setup or the Sales teams accessing reporting on campaigns.

Media & Placements

We define a media as a specific newsletter, which in turn acts as a container for any ad placements
Highly specific and contextual, we have publisher’s running everything from 1 to 8 placements per newsletter, we’d say the sweet spot is somewhere around 2-4 depending on the newsletter. We can definitely share examples on best practices though!
Viewability is tracked by our ad tag, through a method called “time pinging” tracking time spent in the email, only done on every (roughly) 1000th user, which builds a histogram over the average time spent within the newsletter.
No, as that requires Javascript, in this case we’re tracking the total average time spent within the newsletter, giving you a average view time within the newsletter in the form of a histogram
We work with a third party geolocation server, Maxmind to pull data based on the IP address of the recipient – note that once this data has been gathered, Passendo forgets the IP of the user, i.e it’s not saved or stored by us in any way.

Native Widget & Placements

We define a media as a specific newsletter, which in turn acts as a container for any ad placements
We support 20 of the most commonly used fonts, if you have the appropriate files and rights to your own fonts, then we can add them for you.
Nope, that’s the beauty of the setup, once the tags are integrated, any aesthetic changes or campaign side edits are solely done on the UI side, no need to touch the tags again
Yes, currently a managed service by our team, but fully doable
Certainly, see our resources/blog section

Reporting

Yes, this is doable through our custom mySQL database setup, enabling the complete export of reporting data in real time to the likes of internal dashboards or reporting suites.
Yes, alongside excel and csv files
Yes
Yes, we have a granular automated reporting feature to ease status updates during and after the campaign has ran, these can be sent both to the client and internal stakeholders

Tags & Integrations

The core of the integration being the “EMAIL” and “SENDOUTID” variables, which allow for the real time selection of content into newsletters, logic one tag = one placement
Yes, We’re ESP agnostic
No, all integrations are made with a CNAME setup on domains, deliverability will be in line with your historical averages
Maximum of 100-150ms
X1 Click tracker, x1 View Tracker, x1 Timer Pixel (viewability), x4 EXTTs for external demand sources, x1 Privacy Policy link, x1 “Powered by Passendo icon” (only shown if the demand source is Passendo’s marketplace)
Yes, this can be passed through the URL call string of the tag and specific data, e.g AGE >45, GENDER:M etc – this is then passed as a key value in the booking workflow (note that you as a publisher needs to possess this data) and the data has to be accessible to your ESP from i.e your CRM or where said data is kept
Nope, any changes made to formats will be reflected in the tag once the newsletter has been refreshed, note that any placement specific changes to size or styling will be reflected on all placements with the same ID across all published spaces (so if you open a newsletter from a year ago, you’ll still see the most recent changes and content) An ad tag can serve both native and display formats
Yes

Ad Serving Logic

Is the ad served upon email send or open?
Allows you to create a greater commercial depth for each placement, methodologically, each placement can house any number of campaigns running in competition with one another or serve sequentially after a given logic. Enabling for example, multiple teams (commercial, subscriptions, marketing) to serve content into a given priority the placement can collapse through a 1×1 pixel if no content is served to said placement.
Said unit will collapse if your template allows for it and a 1×1 is booked to said placement, we would also recommend that it’s worth considering a house/fallback strategy to provide secondary/tertiary commercialisation opportunities (i.e internal promotions, cross sales, subscription offers, affiliate links) – happy to provide inspiration
Only if you utilise our own sourced campaigns via our Exchange, when you serve your own campaigns, there is no physical mention of, or any Passendo branding, you as a publisher own your space – control rests with you.

Campaign Booking

Yes, the tools are there to setup both 100% Share of Voice campaigns and volume based delivery
Not necessarily, but it will help in internal budgeting and optimisation of campaign delivery
Yes, we can calculate a CPA within the UI based of the campaign pixel being added to the conversion point
Works through our connection with a 3rd party geolocation server (however, with the proxy limitations that are associated with Gmail users all being in California)
Nope, this is managed on a campaign -> booking level, where you can create specific bookings with a few clicks to
Yes, this is done on a creative (and then booking level) to run a selection of campaign specific creatives within a selected time period.
Orders or campaigns are created through adding Advertiser and Campaigns thereafter
Each native is made up of three elements, one creative (image) a Headline text (upto 100 ch) and a main text (upto 350 ch) – this is done at a creative level
Yes, you can create a “forced” booking that will take 100% of all impressions within a given period to emulate a sponsored post/takeover.
Logic inputs on a booking level will only be specific to that booking, edits on a offer/campaign level act as the “umbrella”
Yes, there’s no limit to the number of campaigns that you can run on the same level, campaigns booked on the same level (i.e 20) will directly compete based on delivery performance (eCPM).

Ad Exchange

Access to Passendo’s marketplace is available to all publishers, as a means to drive incremental revenue beyond any direct sold to fill remnant inventory.
Yes you have full control over what content gets to serve on your inventory, be it specific demand partners, IOs
Yes both can be done, we do recommend a strict blacklist over a whitelist from a useability perspective
Will be updated soon

Self Service Platform

Campaigns that are added through Falco, will auto-generate bookings within the relevant placements (within the chosen vertical)
Yes, you the publisher will receive notifications once a campaign has been “booked”, from there you can accept or decline the creative depending on the context – giving you full control over
Certainly, the first campaign you run through it is on the house
We charge a fixed monthly fee for usage of our tech (depending on the number of campaigns booked

Legal / Data Protection/ GDPR

The only data stored in any form in Passendo’s backend is the encrypted (hashed) email string/unique ID, this we can never use to identify an actual person, the data is neither cooked, sold or shared with any external parties/suppliers/subcontractors etc
The above data is saved for a 90 day period
By a two way hashing (SHA256 recommended) by Passendo and then by you the publisher, we at Passendo can never identify a user based on the hashed data string, the encryption is one way and cannot be reversed.
Yes we have this in place with several publishers

Commercial

We price our technology based on the number of impressions served by you as a publisher through direct campaigns served from your own sales effort. Pricing is quote based and based on the above volume and any custom/add-on features you’d require.
Nope
Yes, as an ad serving is still being made, even if its a 1×1 pixel
Yes, we provide an extensive Setup,onboarding and training package through our customer success team – for this we have a one time fee to cover the extensive service and support we offer
All support is currently handled out of our office in Copenhagen, during European business hours, we have a guaranteed response rate of 4 hours (usually much less), if US or APAC based, we have the same level of response in overlapping time zones and outside office hours at the “earliest convenience” This is all codified in our SLA.
Certainly, we can share a number of references/testimonials upon request

Other

Passendo prides itself on offering a high level of support as standard* we have a number of dedicated support channels, with an uptime and response rate guarantee, with direct email/phone contact also available to your own Client Success Manager

FAQ’s

A quick guide to our most commonly asked questions

Dashboard
Media & Placements
Native Widget & Placements
Reporting
Tags & Integrations
Ad Serving Logic
Campaign Booking
Ad Exchange
Self Service Platform
Legal / Data Protection/ GDPR
Commercial
Other

Dashboard

Calculated by number of opened emails per month x the number of ad placements within said emails – e.g 500,000 opens x 3 placements = 1,500,000 impressions
These are measured by your ESP, we only measure activities that are done when an ad is called, ie. when an email is opened
Yes, this is done upon account setup
Yes, you have full admin controls as to user/team level access
Yes, there are no limits to the number of users you may have within Passendo, these can be added under Setup – Users (If Admin) or by contacting us
Yes, we can create role specific permissions based on the features needed by the user, e.g Ad Ops for campaign setup or the Sales teams accessing reporting on campaigns.

Media & Placements

We define a media as a specific newsletter, which in turn acts as a container for any ad placements
Highly specific and contextual, we have publisher’s running everything from 1 to 8 placements per newsletter, we’d say the sweet spot is somewhere around 2-4 depending on the newsletter. We can definitely share examples on best practices though!
Viewability is tracked by our ad tag, through a method called “time pinging” tracking time spent in the email, only done on every (roughly) 1000th user, which builds a histogram over the average time spent within the newsletter.
No, as that requires Javascript, in this case we’re tracking the total average time spent within the newsletter, giving you a average view time within the newsletter in the form of a histogram
We work with a third party geolocation server, Maxmind to pull data based on the IP address of the recipient – note that once this data has been gathered, Passendo forgets the IP of the user, i.e it’s not saved or stored by us in any way.

Native Widget & Placements

We define a media as a specific newsletter, which in turn acts as a container for any ad placements
We support 20 of the most commonly used fonts, if you have the appropriate files and rights to your own fonts, then we can add them for you.
Nope, that’s the beauty of the setup, once the tags are integrated, any aesthetic changes or campaign side edits are solely done on the UI side, no need to touch the tags again
Yes, currently a managed service by our team, but fully doable
Certainly, see our resources/blog section

Reporting

Yes, this is doable through our custom mySQL database setup, enabling the complete export of reporting data in real time to the likes of internal dashboards or reporting suites.
Yes, alongside excel and csv files
Yes
Yes, we have a granular automated reporting feature to ease status updates during and after the campaign has ran, these can be sent both to the client and internal stakeholders

Tags & Integrations

The core of the integration being the “EMAIL” and “SENDOUTID” variables, which allow for the real time selection of content into newsletters, logic one tag = one placement
Yes, We’re ESP agnostic
No, all integrations are made with a CNAME setup on domains, deliverability will be in line with your historical averages
Maximum of 100-150ms
X1 Click tracker, x1 View Tracker, x1 Timer Pixel (viewability), x4 EXTTs for external demand sources, x1 Privacy Policy link, x1 “Powered by Passendo icon” (only shown if the demand source is Passendo’s marketplace)
Yes, this can be passed through the URL call string of the tag and specific data, e.g AGE >45, GENDER:M etc – this is then passed as a key value in the booking workflow (note that you as a publisher needs to possess this data) and the data has to be accessible to your ESP from i.e your CRM or where said data is kept
Nope, any changes made to formats will be reflected in the tag once the newsletter has been refreshed, note that any placement specific changes to size or styling will be reflected on all placements with the same ID across all published spaces (so if you open a newsletter from a year ago, you’ll still see the most recent changes and content) An ad tag can serve both native and display formats
Yes

Ad Serving Logic

Is the ad served upon email send or open?
Allows you to create a greater commercial depth for each placement, methodologically, each placement can house any number of campaigns running in competition with one another or serve sequentially after a given logic. Enabling for example, multiple teams (commercial, subscriptions, marketing) to serve content into a given priority the placement can collapse through a 1×1 pixel if no content is served to said placement.
Said unit will collapse if your template allows for it and a 1×1 is booked to said placement, we would also recommend that it’s worth considering a house/fallback strategy to provide secondary/tertiary commercialisation opportunities (i.e internal promotions, cross sales, subscription offers, affiliate links) – happy to provide inspiration
Only if you utilise our own sourced campaigns via our Exchange, when you serve your own campaigns, there is no physical mention of, or any Passendo branding, you as a publisher own your space – control rests with you.

Campaign Booking

Yes, the tools are there to setup both 100% Share of Voice campaigns and volume based delivery
Not necessarily, but it will help in internal budgeting and optimisation of campaign delivery
Yes, we can calculate a CPA within the UI based of the campaign pixel being added to the conversion point
Works through our connection with a 3rd party geolocation server (however, with the proxy limitations that are associated with Gmail users all being in California)
Nope, this is managed on a campaign -> booking level, where you can create specific bookings with a few clicks to
Yes, this is done on a creative (and then booking level) to run a selection of campaign specific creatives within a selected time period.
Orders or campaigns are created through adding Advertiser and Campaigns thereafter
Each native is made up of three elements, one creative (image) a Headline text (upto 100 ch) and a main text (upto 350 ch) – this is done at a creative level
Yes, you can create a “forced” booking that will take 100% of all impressions within a given period to emulate a sponsored post/takeover.
Logic inputs on a booking level will only be specific to that booking, edits on a offer/campaign level act as the “umbrella”
Yes, there’s no limit to the number of campaigns that you can run on the same level, campaigns booked on the same level (i.e 20) will directly compete based on delivery performance (eCPM).

Ad Exchange

Access to Passendo’s marketplace is available to all publishers, as a means to drive incremental revenue beyond any direct sold to fill remnant inventory.
Yes you have full control over what content gets to serve on your inventory, be it specific demand partners, IOs
Yes both can be done, we do recommend a strict blacklist over a whitelist from a useability perspective
Will be updated soon

Self Service Platform

Campaigns that are added through Falco, will auto-generate bookings within the relevant placements (within the chosen vertical)
Yes, you the publisher will receive notifications once a campaign has been “booked”, from there you can accept or decline the creative depending on the context – giving you full control over
Certainly, the first campaign you run through it is on the house
We charge a fixed monthly fee for usage of our tech (depending on the number of campaigns booked

Legal / Data Protection/ GDPR

The only data stored in any form in Passendo’s backend is the encrypted (hashed) email string/unique ID, this we can never use to identify an actual person, the data is neither cooked, sold or shared with any external parties/suppliers/subcontractors etc
The above data is saved for a 90 day period
By a two way hashing (SHA256 recommended) by Passendo and then by you the publisher, we at Passendo can never identify a user based on the hashed data string, the encryption is one way and cannot be reversed.
Yes we have this in place with several publishers

Commercial

We price our technology based on the number of impressions served by you as a publisher through direct campaigns served from your own sales effort. Pricing is quote based and based on the above volume and any custom/add-on features you’d require.
Nope
Yes, as an ad serving is still being made, even if its a 1×1 pixel
Yes, we provide an extensive Setup,onboarding and training package through our customer success team – for this we have a one time fee to cover the extensive service and support we offer
All support is currently handled out of our office in Copenhagen, during European business hours, we have a guaranteed response rate of 4 hours (usually much less), if US or APAC based, we have the same level of response in overlapping time zones and outside office hours at the “earliest convenience” This is all codified in our SLA.
Certainly, we can share a number of references/testimonials upon request

Other

Passendo prides itself on offering a high level of support as standard* we have a number of dedicated support channels, with an uptime and response rate guarantee, with direct email/phone contact also available to your own Client Success Manager