Taboola and Paramount launch CTV performance tool for small businesses

Taboola and Paramount Advertising announced a partnership on October 22, 2025, introducing Performance Multiplier, a solution designed to help small and medium-sized businesses measure and extend the reach of their connected TV advertising campaigns across the open web.

The integration marks the first time a major streaming provider has adopted Taboola's Realize AI technology. Performance Multiplier will be incorporated into Paramount Ads Manager, the company's self-service buying platform that enables small business advertisers to access premium streaming inventory at any budget level.

According to Steve Ellis, Chief Operating Officer at Paramount Advertising, "At Paramount, we are proving that television advertising amplifies marketing results everywhere. The Performance Multiplier will show how TV advertising fuels a ripple effect, lifting performance across search, social and the web."

Technical infrastructure and reach

The solution leverages Taboola's network of over 9,000 publisher partners, reaching hundreds of millions of users in what the companies characterize as brand-safe environments. Paramount Ads Manager will enhance its targeting and attribution capabilities by allowing advertisers to extend brand messages beyond Paramount's CTV reach to matched and lookalike viewers across Taboola's publisher network.

Business outcomes, including sales and leads, represent the top key performance indicators for determining connected TV advertising success. Performance Multiplier aims to help small and medium-sized businesses drive performance outcomes beyond walled gardens in a privacy-compliant manner, making CTV a more measurable component of their media mix.

Taboola expanded its Realize platform on October 15, 2025, with deepened partnerships including TIME, Weather Channel Digital, Gannett | USA TODAY Network, Nexstar, and Slate. The company expects to pay over $1.5 billion to publishers and original equipment manufacturers in 2025.

Advertiser capabilities

Advertisers using Paramount Ads Manager will be able to run campaigns across Taboola's open web network, track post-view outcomes such as clicks, sign-ups and purchases, and measure combined performance results directly within their Paramount Ads Manager dashboard.

"Advertisers today want more than reach—they want results," said Adam Singolda, CEO and Founder of Taboola. "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."

Singolda emphasized that the partnership opens a new demand channel for Taboola and reflects industry direction toward connecting television to performance across the open web.

Market context and timing

The announcement arrives as connected TV advertising undergoes significant infrastructure development. Small and medium-sized businesses have historically faced barriers accessing television advertising due to complexity and cost requirements. Magnite acquired streamr.ai on September 9, 2025, specifically to address these challenges through AI-powered creative generation tools.

Connected TV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, according to industry projections. An estimated $100 billion in U.S. television advertising spending seeks measurable outcomes rather than traditional awareness metrics.

Paramount's streaming properties include Paramount+, Pluto TV, BET, CBS News, CBS Sports Network, Comedy Central, MTV, Paramount Network, Smithsonian Channel, and VH1. The company expanded its EyeQ advertising platform globally in November 2023, offering regional and multinational marketers access to its content portfolio through a single platform.

Technology deployment

Performance Multiplier currently operates in beta within Paramount Ads Manager. General availability is expected by early 2026. The solution represents Taboola's first deployment of Performance Multiplier and the first time a major streaming provider has adopted a solution utilizing Taboola Realize technology.

Taboola Realize reaches approximately 600 million daily active users across publisher partners. The platform works with thousands of businesses advertising directly on Realize, with publishers including NBC News, Yahoo, and original equipment manufacturers such as Samsung and Xiaomi.

The company launched Abby, a generative AI assistant for campaign creation, on October 15, 2024. Early testing indicated campaigns launched using Abby could go live 75% faster than manually configured campaigns. Taboola introduced Predictive Audiences on June 4, 2025, achieving conversion improvements up to 270% for early adopters including The Motley Fool, QuinStreet, and NerdWallet.

Industry implications

The partnership addresses growing demand for performance measurement in television advertising. Traditional linear television required minimum spending commitments that excluded smaller businesses from television marketing strategies. Connected TV's programmatic infrastructure enables more granular budget allocation and precise audience targeting suitable for small business marketing objectives.

Industry experts identified six critical technical barriers preventing connected TV advertising from reaching full programmatic potential during an IAB Tech Lab workshop on August 5, 2025. Operations professionals from major streaming platforms including Paramount, NBC, DirectTV, Samsung, Fox, Disney, and Yahoo examined limitations in CTV advertising infrastructure.

Paramount partnered with Magnite in Australia on July 15, 2025, to make Paramount+ inventory programmatically accessible for the first time. The integration utilized Magnite's SpringServe technology platform. Magnite maintains 99% coverage of the connected television supply market according to independent analysis.

Traditional television faces mounting pressure as 46% of marketers indicate plans to reallocate funds from linear TV to connected television platforms, according to industry data cited in the Magnite partnership announcement. Web and mobile digital channels also experience budget constraints, with 34% of marketers planning to redirect investments toward streaming platforms.

Attribution and measurement

The solution's privacy-compliant approach addresses challenges as the advertising industry transitions away from traditional identifiers. Paramount enabled Unified ID 2.0 for transactions across its owned and operated streaming channels, including Paramount+ and Pluto TV, on January 5, 2023.

According to Leo O'Connor, SVP and Head of Programmatic Advertising at Paramount, at the time of the UID2 implementation, "With EyeQ, we set out to offer advertisers a premium CTV ad solution with massive scale, bolstered by audience optimization capabilities, and simple, speedy campaign execution."

The Performance Multiplier integration combines Paramount's premium CTV environment with Taboola's scale across the open web. This positioning differentiates the offering from walled garden platforms that limit measurement and attribution capabilities to their own properties.

Competitive landscape

Microsoft launched Premium Streaming campaigns on August 4, 2025, enabling advertisers to place broadcast-quality video advertisements across streaming services including Netflix, Roku, Paramount, LG, Samsung, and Rakuten. The feature expanded Microsoft's connected TV advertising capabilities with specialized metrics for video advertising performance.

Taboola's partnership with Yahoo closed on January 18, 2023, establishing a 30-year commercial agreement in which Taboola became the native advertising partner for all Yahoo digital properties. Yahoo received 24.99% of Taboola's pro forma equity and became the company's largest shareholder.

The company launched Taboola Select in April 2024, offering large advertisers access to a curated selection representing 15% of Taboola's top publishers in the United States. The offering included Yahoo, Business Insider, and The Associated Press.

Taboola partnered with Jounce Media on October 2, 2024, to verify that Taboola Select publisher network remains free from Made for Advertising properties. The collaboration leveraged Jounce's MFA-detection technology alongside Taboola's proprietary machine learning models.

Historical context

Taboola has systematically expanded its performance advertising capabilities. The company announced rapid adoption of its Maximize Conversions bidding technology on January 30, 2024. Within three months of launch, half of Taboola's advertisers adopted the offering, with some advertisers achieving 110% increases in conversions.

The Maximize Conversions technology empowers advertisers to move beyond traditional manual cost-per-click bidding strategies. Advertisers specify their budget while Taboola's AI algorithm automatically bids to drive conversions while spending the allocated budget.

Paramount operates as a next-generation global media and entertainment company comprised of three business segments: Studios, Direct-to-Consumer, and TV Media. The company's portfolio includes Paramount Pictures, Paramount Television, CBS, CBS News, CBS Sports, Nickelodeon, MTV, BET, Comedy Central, Showtime, Paramount+, and Pluto TV, along with Skydance's Animation, Film, Television, Interactive/Games, and Sports divisions.

Taboola went public in 2021 and trades on Nasdaq under ticker symbol TBLA. The company empowers businesses to grow through performance advertising technology that delivers measurable outcomes at scale beyond search and social platforms.

Timeline

• January 18, 2023 - Taboola and Yahoo closed 30-year commercial agreement, establishing Yahoo as largest shareholder with 24.99% equity stake
• January 5, 2023 - Paramount EyeQ adopted Unified ID 2.0 for privacy-conscious audience targeting across streaming channels
• November 5, 2023 - Paramount announced worldwide expansion of EyeQ platform, bringing premium digital video advertising to international markets
• January 30, 2024 - Taboola reported rapid adoption of Maximize Conversions bidding, with 50% of advertisers implementing technology within three months
• April 27, 2024 - Taboola launched Taboola Select targeting large advertisers with curated 15% subset of premium publishers
• October 2, 2024 - Taboola partnered with Jounce Media to verify Taboola Select network remains free from Made for Advertising properties
• October 15, 2024 - Taboola introduced Abby generative AI assistant, reducing campaign launch time by 75%
• June 4, 2025 - Taboola launched Predictive Audiences, achieving conversion improvements up to 270% for early adopters
• July 15, 2025 - Paramount Australia partnered with Magnite for programmatic streaming inventory access
• August 4, 2025 - Microsoft launched Premium Streaming campaigns including Paramount+ in supported platforms
• August 5, 2025 - IAB Tech Lab workshop identified critical CTV advertising standards needed, with Paramount among participating platforms
• September 9, 2025 - Magnite acquired streamr.ai to simplify CTV advertising for small businesses through AI-powered tools
• October 15, 2025 - Taboola expanded Realize platform partnerships with TIME, Weather Channel Digital, Gannett, Nexstar, and Slate
• October 22, 2025 - Taboola and Paramount Advertising announced Performance Multiplier partnership

Summary

Who: Taboola, a Nasdaq-traded performance advertising technology company, partnered with Paramount Advertising, the advertising division of Paramount Global, a media and entertainment corporation operating streaming services including Paramount+, Pluto TV, and BET+.

What: The companies launched Performance Multiplier, a Paramount-branded solution integrated into Paramount Ads Manager that enables small and medium-sized businesses to extend and measure connected TV advertising impact across Taboola's network of over 9,000 publisher partners reaching hundreds of millions of users.

When: The partnership was announced on October 22, 2025. Performance Multiplier currently operates in beta testing within Paramount Ads Manager, with general availability expected by early 2026.

Where: The solution operates across Paramount's connected TV properties including Paramount+, Pluto TV, BET+, and extends to Taboola's open web publisher network spanning approximately 600 million daily active users globally.

Why: Small and medium-sized businesses require measurable outcomes from television advertising investments. The partnership addresses a $100 billion U.S. television advertising market seeking performance outcomes rather than traditional awareness metrics, enabling businesses to track post-view actions including clicks, sign-ups, and purchases while maintaining privacy compliance. This represents the first time a major streaming provider adopted Taboola Realize technology, setting a new standard for connecting TV advertising to performance across digital channels.