Paramount Advertising has partnered with Taboola to launch Performance Multiplier, a new Paramount-branded solution designed to help small and medium-sized businesses (SMBs) measure and extend the performance of their connected TV (CTV) advertising across the open web.
Powered by Taboola’s Realize AI technology, the Performance Multiplier integrates directly into Paramount Ads Manager, the company’s self-service buying platform for SMB advertisers.
The new feature enables campaigns to reach matched and lookalike audiences beyond Paramount’s streaming platforms, extending across Taboola’s network of more than 9,000 publisher partners and hundreds of millions of users.
“At Paramount, we are proving that television advertising amplifies marketing results everywhere,” said Steve Ellis, Chief Operating Officer, Paramount Advertising.
“Together with Taboola’s extensive reach across thousands of trusted publisher websites and its proven performance marketing expertise, we’ll unlock even more ways to turn viewer attention into measurable action.”
This marks the first time a major streaming provider has adopted a solution like Taboola Realize, and the first deployment of Performance Multiplier.
According to both companies, the tool sets a new standard for linking CTV advertising with measurable performance across digital channels, including search, social and the open web.
Advertisers using Paramount Ads Manager will be able to run relevant campaigns across Taboola’s open web network, track post-view actions such as clicks and purchases, and view combined results directly in their Ads Manager dashboard.
“Advertisers today want more than reach- they want results,” said Adam Singolda, CEO and Founder, Taboola.
“By combining Paramount’s premium CTV environment with Taboola’s scale, this partnership opens a new demand channel for us, and reflects where the industry is heading—connecting TV to performance across the open web.”
The Performance Multiplier is currently in beta within Paramount Ads Manager, with general availability expected by early 2026.
Top image: Adam Singolda