On October 22, 2025, Paramount Skydance Corporation (NASDAQ: PSKY) announced a partnership with Taboola to launch the Performance Multiplier, a new solution that extends CTV advertising performance across the open web for small and medium‑sized businesses. The Performance Multiplier will be integrated into Paramount Ads Manager, Paramount Advertising’s self‑service buying platform, allowing advertisers to access premium streaming advertising at any budget while leveraging Taboola’s Realize AI technology for enhanced targeting and attribution.
The partnership marks the first time a major streaming provider has adopted Taboola Realize, and the first deployment of the Performance Multiplier. The solution is currently in beta within Paramount Ads Manager, with general availability expected by early 2026. By combining Paramount’s massive CTV reach with Taboola’s scale across thousands of publisher partners, the platform aims to turn TV ad views into measurable actions such as clicks, sign‑ups, and purchases.
This initiative expands Paramount’s advertising ecosystem, providing advertisers with a new performance‑driven channel that bridges TV and digital. The move positions PSKY as a first‑mover in integrating AI‑powered attribution into streaming advertising, potentially creating new revenue streams and strengthening its competitive position in the growing CTV market.
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