Mumbai: Taboola and Paramount Advertising have announced a strategic partnership to launch “Performance Multiplier” — a Paramount-branded solution designed to demonstrate how TV advertising can amplify digital performance. The initiative will enable small and medium-sized businesses (SMBs) to extend and measure the impact of their connected TV (CTV) advertising.
“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 enabling SMB advertisers to access premium streaming advertising at any budget. Leveraging Taboola’s Realize AI technology, the platform will enhance targeting and attribution capabilities by extending brand messages beyond Paramount’s CTV reach to matched and lookalike viewers across Taboola’s network of over 9,000 publisher partners, reaching hundreds of millions of users in premium, brand-safe environments.
This collaboration marks the first adoption of Taboola Realize by a major streaming provider, and the first deployment of the Performance Multiplier, setting a new standard for measuring CTV’s impact on digital channels.
Key business outcomes such as sales and leads will serve as primary KPIs, allowing SMBs to make CTV a more measurable and actionable component of their media strategy in a privacy-compliant manner.
Advertisers using Paramount Ads Manager will be able to:
- Run highly relevant campaigns across Taboola’s open web network
- Track post-view outcomes like clicks, sign-ups, and purchases
- Measure combined performance results directly within the 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.”
The Performance Multiplier is currently in BETA within Paramount Ads Manager, with general availability expected by early 2026.
