Paramount Advertising and Taboola have partnered to launch ‘Performance Multiplier’, a new tool that helps SMBs measure and extend the impact of CTV ads across digital platforms. Integrated into Paramount Ads Manager, it leverages Taboola’s AI to track outcomes like clicks and sign-ups, with full rollout expected by early 2026.
Paramount Advertising and Taboola have entered a strategic partnership to launch Performance Multiplier, a new Paramount-branded solution designed specifically to help small and medium-sized businesses (SMBs) extend the impact of their connected TV (CTV) advertising beyond streaming screens — and prove it with measurable results across the open web.
The launch is aimed at solving one of the biggest questions in today’s advertising landscape: does TV actually improve performance on digital platforms such as search, social, and web display? Paramount and Taboola say the answer is a firm yes — and they want to show it with data.
“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.”
The new feature will be integrated directly into Paramount Ads Manager, the company’s fast-growing self-serve ad platform that lets SMBs buy streaming TV inventory at flexible budgets. Through the partnership, advertisers will now be able to expand those campaigns to matched and lookalike audiences across more than 9,000 premium publisher sites via Taboola — while tracking what happens next in real time.
Taboola’s Realize AI technology, typically used by performance-driven advertisers to optimize outcomes like sales, leads, sign-ups, and clicks, powers the targeting and attribution component. This also marks the first time a major streaming platform has adopted Realize AI, and the first industry rollout of Performance Multiplier.
This matters because TV has traditionally been seen as a reach medium — difficult for SMBs to justify without clear attribution. The companies say this launch is designed to close that gap, letting advertisers see post-view actions such as clicks, traffic, and sign-ups within the same dashboard they use to run streaming campaigns. Crucially, all data is tracked in a privacy-compliant manner — a critical requirement in today’s tightening regulatory environment.
“Advertisers today want more than reach — they want results,” said Adam Singolda, CEO and Founder, 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.”
For SMBs, the benefit is simplicity — one platform, one login, one reporting interface — but an expanded performance footprint across TV and digital, measured not just in views but in outcomes such as sales and verified leads.
Currently in beta inside Paramount Ads Manager, Performance Multiplier is expected to be made widely available by early 2026.
With CTV advertising growing fastest among small and medium-sized businesses, this collaboration is being viewed as a preview of what the “next generation full-funnel TV platform” could look like — where brand storytelling meets performance marketing without the traditional disconnect between channels.
