Paramount Advertising
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.
- Company typePublic
- Founded1912
- HeadquartersNew York, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
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.
Paramount Advertising firmographics
Firmographics- 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
Paramount Advertising industry classification
Industry- 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
Where Paramount Advertising is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices14 records
Markets served
Paramount Advertising business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- 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.
- 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
- 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
- Theatrical Distribution: Paramount Pictures distributes films theatrically worldwide, including blockbuster franchises like Mission: Impossible, Top Gun, and Transformers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium merchandise collaboration at $120 per pair |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Paramount Advertising product offering
Product offeringCore 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
Companies that use Paramount Advertising
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Paramount Advertising technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature4 records
Paramount Advertising partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Coors BanquetcoreCoors 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)coreParamount 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.
- TaboolacoreStrategic 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
Paramount Advertising competitors and assessment
Company assessmentDirect 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
Paramount Advertising social profiles
Digital presenceParamount Advertising financial estimates
Financial estimateRevenue estimate
Valuation estimate
Paramount Advertising leadership team
Management profileNumber of profiles
Profiles1 record
Paramount Advertising subsidiaries and ownership
Company hierarchySubsidiaries18 records
Paramount Advertising funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Paramount Advertising M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Paramount Advertising
What does Paramount Advertising do?
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.
Is Paramount Advertising a public or private company?
Paramount Advertising is a public company. It is classified as public and is currently operating.
When was Paramount Advertising founded?
Paramount Advertising was founded in 1912. It employs 5,001 to 10,000 people.
Where is Paramount Advertising based?
Paramount Advertising is headquartered in New York, United States, in the North America region.
How does Paramount Advertising make money?
Four revenue lines are on record. Advertising Revenue is the primary driver. The others are streaming Subscriptions, content Licensing and theatrical Distribution.
Who are Paramount Advertising's main competitors?
Direct peers on record are NBCUniversal Advertising, Disney Advertising Sales, Warner Bros. Discovery Ad Sales and Fox Corporation Advertising. Emerging players are Netflix Ads, Roku Advertising, LG Ad Solutions and Tubi (Fox). Broad incumbents are Amazon Advertising (Prime Video Ads) and Google / YouTube CTV Advertising.
Does Paramount Advertising have an API?
No public API is recorded for Paramount Advertising.
What industry is Paramount Advertising in?
Paramount Advertising's product category is Connected TV (CTV) Advertising. Its primary akta.pro industry code is MPADAEAA, Brand Advertising (Broadcast/Online Commercials), with a secondary code of MPABAAAH, Premium/Movies & Specials Broadcast Networks. Its NAICS code is 541840 and its SIC code is 4833.