On October 22, 2025, Taboola (NASDAQ: TBLA) and Paramount Advertising announced a strategic partnership to launch the Performance Multiplier, a Paramount‑branded solution that extends CTV advertising impact across the open web for small and medium‑sized businesses (SMBs). The partnership integrates Taboola’s Realize AI technology into Paramount Ads Manager, allowing advertisers to extend brand messages beyond Paramount’s CTV reach to matched and lookalike audiences across Taboola’s network of over 9,000 publisher partners.
The Performance Multiplier will enable SMB advertisers to measure the ripple effect of CTV views on digital performance, turning TV ad impressions into measurable actions such as clicks, sign‑ups and purchases. By leveraging Realize’s AI‑driven targeting and attribution, the solution offers a privacy‑compliant way to reach hundreds of millions of users in premium, brand‑safe environments outside of traditional walled gardens.
This partnership marks the first time a major streaming provider has adopted a solution built on Taboola’s Realize platform and represents the first deployment of the Performance Multiplier. It opens a new demand channel for Taboola, expanding its reach into the CTV space and positioning the company to capture additional performance advertising revenue from SMB advertisers.
The Performance Multiplier is currently in beta within Paramount Ads Manager, with general availability expected by early 2026. The collaboration underscores Taboola’s strategy to connect TV to performance across the open web and reinforces its commitment to delivering measurable outcomes for advertisers while expanding its publisher and advertiser base.
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