Paramount Advertising and Taboola (NASDAQ: TBLA) are teaming up to bring a new level of measurability to connected TV (CTV) advertising. The partnership introduces Performance Multiplier, a Paramount-branded solution designed to help small and medium-sized businesses (SMBs) amplify and track the impact of their CTV campaigns across digital channels.
“At Paramount, we are proving that television advertising amplifies marketing results everywhere,” said Steve Ellis, COO of Paramount Advertising. “The Performance Multiplier shows how TV advertising fuels a ripple effect, lifting performance across search, social, and the web.”
CTV Meets Open Web Performance
Performance Multiplier integrates directly into Paramount Ads Manager, the company’s self-service buying platform. Leveraging Taboola Realize AI, advertisers can extend their brand messaging from Paramount’s premium CTV inventory to matched and lookalike audiences across Taboola’s network of over 9,000 publisher sites, reaching hundreds of millions of users.
This is the first major deployment of Taboola Realize within a streaming provider, signaling a new era in cross-channel performance advertising. SMBs will gain the ability to:
- Run targeted campaigns across Taboola’s open web network
- Track post-view actions such as clicks, sign-ups, and purchases
- Measure combined campaign performance directly within Paramount Ads Manager
“Advertisers today want more than reach—they want results,” said Adam Singolda, CEO and Founder of Taboola. “By combining Paramount’s premium CTV environment with Taboola’s scale, this partnership opens a new demand channel, turning TV ad views into measurable digital actions.”
Why It Matters for AdTech
CTV has long been a brand-building medium, but its role in direct performance marketing has been limited by attribution challenges. Performance Multiplier bridges that gap, allowing advertisers to link TV impressions to actionable outcomes across the open web. For SMBs, this could make CTV a more efficient and accountable part of their media mix, while also offering a privacy-compliant alternative to walled-garden ecosystems.
The platform is currently in BETA, with general availability expected by early 2026. If successful, it could set a new standard for cross-channel campaign measurement, particularly for smaller advertisers seeking measurable ROI from premium streaming content.
