New solution helps SMBs measure and extend connected TV ad performance across the open web
Taboola and Paramount Advertising have announced the launch of ‘Performance Multiplier’, a new Paramount-branded solution designed to help small and medium-sized businesses (SMBs) extend the reach and measurable impact of their Connected TV (CTV) campaigns beyond streaming platforms.
According to Steve Ellis, COO of Paramount Advertising, the initiative demonstrates how TV advertising enhances performance across digital channels. “Performance Multiplier shows that television fuels a ripple effect, lifting results across search, social, and the web,” he said. Partnering with Taboola’s network of over 9,000 publishers and leveraging its Realize AI technology, the solution enables advertisers to transform TV viewer attention into measurable digital actions.
Integrated within Paramount Ads Manager, the company’s self-service buying platform, Performance Multiplier allows SMB advertisers to:
- Extend brand messages beyond Paramount’s CTV inventory to matched and lookalike audiences on the open web.
- Run cross-channel campaigns seamlessly across Taboola’s publisher network.
- Measure performance metrics such as clicks, sign-ups, and purchases directly within their dashboard.
This marks the first time a major streaming provider has adopted Taboola’s Realize technology, setting a new benchmark for connecting TV exposure with digital performance.
Currently in BETA, Performance Multiplier is expected to be generally available by early 2026, enabling advertisers to drive measurable, privacy-compliant outcomes and make CTV a more actionable part of their media mix.
