Taboola and Paramount Advertising have joined forces to launch “Performance Multiplier,” a new solution designed to help small and medium-sized businesses enhance and measure the impact of their connected TV advertising. The collaboration marks a significant step in bridging television and digital marketing by turning audience attention into measurable business outcomes.
The Performance Multiplier, powered by Taboola’s Realize AI technology, will be integrated directly into Paramount Ads Manager, the company’s self-service platform that gives SMB advertisers access to premium streaming inventory at flexible budgets. Through this integration, advertisers will be able to extend their CTV campaigns to matched and lookalike audiences across Taboola’s vast network of over 9,000 publisher partners. This reach spans hundreds of millions of users in brand-safe environments, providing advertisers with the ability to scale their message far beyond the streaming platform.
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“At Paramount, we are proving that television advertising amplifies marketing results everywhere,” said Steve Ellis, Chief Operating Officer of Paramount Advertising. “The Performance Multiplier will show how TV advertising fuels a ripple effect, lifting performance across search, social and the web. 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 initiative represents the first time a major streaming company has adopted Taboola Realize, making it a milestone deployment for both companies. The new solution allows advertisers to not only run relevant campaigns but also track post-view actions such as clicks, sign-ups and purchases. These insights can then be measured directly within the Paramount Ads Manager dashboard, giving SMB advertisers greater transparency into how their CTV campaigns are performing across the open web.
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Business outcomes like sales and lead generation are increasingly becoming key metrics for evaluating CTV campaigns. By combining Paramount’s CTV reach with Taboola’s performance marketing capabilities, the partnership makes CTV a more measurable and actionable part of an advertiser’s media strategy, all while maintaining privacy standards.
“Advertisers today want more than reach—they want results. With Paramount Advertising, we’re taking Taboola Realize’s performance capabilities even further, helping turn TV ad views into measurable actions like clicks, sign-ups and purchases,” 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 for us, and reflects where the industry is heading—connecting TV to performance across the open web.”
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