Taboola and Paramount Advertising Partner to Extend CTV Performance Across the Open Web

Taboola, a global leader in native advertising and open web discovery, has partnered with Paramount Advertising to introduce “Performance Multiplier”, a Paramount-branded solution designed to demonstrate how connected TV (CTV) advertising can amplify digital marketing performance. The new initiative aims to help small and medium-sized businesses (SMBs) extend and measure the impact of their CTV campaigns beyond streaming environments and across the open web.

“At Paramount, we are proving that television advertising amplifies marketing results everywhere,” said Steve Ellis, Chief Operating Officer, 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.”

The Performance Multiplier will be integrated into Paramount Ads Manager, the company’s self-service platform that allows SMB advertisers to access premium streaming inventory at any budget. Powered by Taboola’s Realize AI technology, the integration enhances audience targeting and performance measurement by enabling advertisers to extend their messaging beyond Paramount’s CTV ecosystem. Brands can now connect with matched and lookalike audiences across Taboola’s network of over 9,000 premium publishers, reaching hundreds of millions of users in trusted, brand-safe environments.

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This collaboration marks a significant industry milestone – it’s the first time a major streaming provider has implemented Taboola Realize, as well as the first deployment of the Performance Multiplier, redefining how CTV campaigns drive measurable outcomes across digital channels.

With performance-driven KPIs like sales, leads, and conversions becoming central to CTV success, the new offering enables SMBs to transform TV advertising into an actionable, measurable component of their media mix – all while maintaining privacy compliance and transparency.

Advertisers using Paramount Ads Manager will soon be able to:

• Seamlessly launch targeted campaigns across Taboola’s open web network
• Track post-view outcomes such as clicks, sign-ups, and purchases
• Measure combined performance metrics directly within the Paramount Ads Manager dashboard

“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.”

Through this strategic alliance, Taboola and Paramount Advertising are bridging the gap between CTV and digital performance marketing – empowering SMB advertisers to achieve stronger ROI, smarter targeting, and greater visibility across the entire consumer journey.