Paramount Advertising

What Paramount Advertising does

Paramount Advertising is the unified advertising sales division of Paramount Skydance Corporation (NASDAQ: PARA), operating across the company's portfolio of broadcast networks (CBS), cable brands (MTV, Nickelodeon, BET, Comedy Central, Paramount Network, Showtime), streaming services (Paramount+, Pluto TV), and film studio (Paramount Pictures). The division serves three primary customer segments: enterprise advertisers purchasing premium placements across broadcast and streaming properties (driven by annual Upfront events in Chicago, Los Angeles, and New York), small and medium-sized businesses accessing CTV measurement through Paramount Ads Manager and Performance Multiplier, and indirect consumer audiences reached via owned media properties.

The core technology platform, Paramount Ads Manager, integrates Taboola's Realize AI technology to enable cross-screen performance measurement, attribution, and audience matching across 9,000+ publisher partners. Key proprietary solutions include Streaming Fixed Units for fixed advertising placements in streaming environments, introduced at the 2026 Upfront events, and Paramount Media Labs, an in-house creative studio providing advertising content production services. The division also develops co-marketing campaigns that monetize premium IP franchises (e.g., Dutton Ranch/Yellowstone universe) through brand collaborations.

The business model is primarily advertising-based, generating revenue through Upfront commitments from enterprise advertisers, programmatic and direct CTV sales, and brand partnerships. The division operates within Paramount Skydance Corporation, which traces its origins to Paramount Pictures (1912), Viacom, and CBS, with the most recent corporate transformation being the 2025 merger between Paramount Global and Skydance Media under CEO David Ellison. Geographic reach spans North America, EMEA (UK, Germany, Netherlands, Poland, Spain), APAC (Australia, Japan), LATAM (Argentina), and Africa (South Africa), with Pluto TV operating in 35+ international markets.

Name

Paramount Advertising

Legal name

Paramount Skydance Corporation

Website

https://paramount.com

Company type

Public

Founded year

1912

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Paramount Advertising is the advertising sales division of Paramount Skydance Corporation, monetizing CBS, MTV, Nickelodeon, Paramount+, Pluto TV, and related properties through enterprise Upfront commitments, CTV advertising, and the Performance Multiplier SMB platform.

Ownership category

akta.pro rank

Product category

Connected TV (CTV) Advertising

NAICS

Media Representatives (541840), Advertising Agencies (54181), Media Buying Agencies (541830)

SIC

Television Broadcasting Stations (4833), Services-Motion Picture & Video Tape Distribution (7822), Cable & Other Pay Television Services (4841)

akta.pro primary industry

Brand Advertising (Broadcast/Online Commercials) (MPADAEAA)

akta.pro secondary industries

Premium/Movies & Specials Broadcast Networks (MPABAAAH), Broadcast Media Buying (TV & Radio) (BPAFABAA), Branded Content & Sponsorship Licensing (Integrations, Product Placement) (MPABANAH)

Keywords

• Connected TV advertising
• Streaming ad placements
• Broadcast advertising sales
• Cross-screen measurement
• Performance advertising

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Advertising Revenue: Paramount generates advertising revenue through its portfolio of TV networks, streaming services (Paramount+, Pluto TV), and digital platforms. The company offers traditional TV advertising, streaming fixed units, and performance-based CTV advertising solutions.
2. Streaming Subscriptions: Paramount+ is a direct-to-consumer digital subscription video on-demand and live streaming service offering multiple subscription tiers including Premium plan with SHOWTIME content and live CBS programming
3. Content Licensing: Paramount licenses content across its library of over 1,000 film titles (Paramount Pictures) and extensive TV programming to distributors, streaming platforms, and international markets
4. Theatrical Distribution: Paramount Pictures distributes films theatrically worldwide, including blockbuster franchises like Mission: Impossible, Top Gun, and Transformers

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Paramount Advertising sells advertising inventory and integrated advertising solutions across Paramount's portfolio of broadcast networks (CBS), cable channels (MTV, Nickelodeon, BET, Comedy Central), streaming services (Paramount+, Pluto TV), and digital properties. The offering includes traditional TV advertising, streaming fixed units, performance-based CTV solutions, and the Paramount Ads Manager platform with cross-screen measurement capabilities powered by partnerships with Taboola Realize.

Product overview

Paramount Advertising operates as a digital-first advertising platform within Paramount Global, offering Paramount Ads Manager as the core advertising management platform. The company provides CTV-focused solutions including Streaming Fixed Units for fixed advertising placements and Performance Multiplier (in partnership with Taboola) for cross-screen performance measurement and attribution. New offerings include Paramount Media Labs, an in-house creative studio. The platform enables advertisers to compete with digital walled gardens like Google and Amazon for performance-driven advertising budgets by tracking conversions from TV commercials through to website actions and retargeting viewers across the open web.

Differentiator

Problem solved

Functional benefit

Brands

• Paramount+: Direct-to-consumer subscription video on-demand and live streaming service combining live sports, breaking news and entertainment content
• Pluto TV
• Paramount Pictures
• CBS Entertainment
• CBS News
• CBS Sports
• MTV
• Nickelodeon
• BET Media Group
• Comedy Central
• Skydance Animation
• Paramount Sports Entertainment
• Paramount Network
• Showtime
• Pop TV
• TV Land
• CMT
• Smithsonian Channel
• Skydance Games
• Paramount Media Labs

Products and services

• Paramount Ads Manager
• Streaming Fixed Units
• Performance Multiplier
• Paramount Media Labs
• CTV Performance Measurement

Quantifiable outcome

• CTV positioned as measurable, full-funnel advertising channel rather than passive awareness tool
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Coors BanquetcoreGTM or Marketing Partner · 6 May 2026Coors Banquet partnered with Paramount Advertising to launch the 'Earn Your Spurs' marketing campaign ahead of the May 15 premiere of the new Paramount+ Original Series Dutton Ranch. The campaign offered fans limited-edition spurs featuring built-in bottle openers, priced at $120 per pair, released in daily drops of 23 pairs from May 6-19, with access unlocked by completing Dutton Ranch trivia. A sweepstakes also awarded a Dutton Ranch-inspired trip to Fort Worth, Texas.
• Realize (Taboola)coreTechnology or Integration · 5 January 2026Paramount Advertising partnered with Realize to enable cross-screen performance measurement and attribution for CTV advertising. The partnership enables advertisers to track conversions from TV commercials through to website actions and retarget viewers across the open web using audience matching technology. This shift positions CTV as a measurable, full-funnel advertising channel rather than a passive awareness tool.
• TaboolacoreTechnology or Integration · 27 October 2025Strategic partnership to launch 'Performance Multiplier,' a Paramount-branded solution enabling small and medium-sized businesses to extend and measure the impact of their CTV advertising. The solution integrates Taboola's Realize AI technology into Paramount Ads Manager, allowing advertisers to reach matched and lookalike viewers across Taboola's network of over 9,000 publisher partners. This marks the first time a major streaming provider has adopted Taboola Realize, with general availability expected by early 2026.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• NBCUniversal Advertising: Sales arm of Comcast/NBCUniversal selling advertising across broadcast (NBC, Telemundo), cable (USA, Bravo), Peacock streaming, and theatrical — the most direct analogue to Paramount Advertising's cross-platform broadcast + streaming + cable + theatrical portfolio.
• Disney Advertising Sales: Sells advertising across Disney's ABC broadcast network, ESPN sports, FX cable channels, Hulu (now Disney+ with ads), and Disney+ ad-supported tiers — competing head-to-head with Paramount Advertising for enterprise advertiser Upfront dollars and streaming CTV budgets.
• Warner Bros. Discovery Ad Sales: Sales organization for Warner Bros. Discovery's CNN, TBS, TNT, HGTV, Discovery, HBO/Max and Bleacher Report — comparable broadcast + cable + ad-supported streaming advertising portfolio that competes directly for the same advertiser Upfront dollars.
• Fox Corporation Advertising: Sells advertising across Fox broadcast network, Fox Sports (NFL, MLB), Fox News, and Tubi FAST service — closest pure-play sports + news + FAST competitor to Paramount's CBS/CBS Sports/Pluto TV advertising stack.

Emerging players

• Netflix Ads: Major streamer that launched its ad-supported tier in late 2022 and is rapidly scaling CTV ad inventory and measurement — represents one of Paramount Advertising's most significant emerging competitors for streaming ad budgets.
• Roku Advertising: Operates a CTV-first ad platform (Roku Ads Manager, OneView) across the Roku OS and broader CTV footprint — an emerging CTV ad-tech and inventory competitor; notably the prior employer of Paramount CRO Jay Askinasi, indicating direct competitive overlap.
• LG Ad Solutions: Connected-TV advertising and data platform with auto-content recognition technology — co-partner with Paramount Advertising for cross-screen performance measurement, and a peer in the CTV ad-tech ecosystem addressing similar advertiser needs.
• Tubi (Fox): Free ad-supported streaming TV (FAST) service owned by Fox Corporation that directly competes with Pluto TV for FAST ad inventory and CTV ad-supported streaming viewership.

Broad incumbents

• Amazon Advertising (Prime Video Ads): Walled-garden incumbent that expanded into streaming CTV via Prime Video Ads in 2024 with first-party purchase data — represents the structural competitive benchmark Paramount is targeting via Performance Multiplier.
• Google / YouTube CTV Advertising: Dominant video and CTV ad platform benefiting from deep identity, measurement, and direct demand integrations — references "digital walled gardens like Google and Amazon" as the explicit competitors Paramount Advertising is positioning to rival.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/paramountco
• Instagraminstagram.com/workatparamount

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Paramount Advertising