I know my calculus. And today, Taboola + Paramount = Performance Multiplier.
OK, but seriously — Taboola and Paramount have teamed up to launch Performance Multiplier, a new solution that lets Paramount Advertising clients leverage Taboola’s AI and data to extend their CTV campaigns to “matched and lookalike audiences” across Taboola’s network of more than 9,000 publishers. The goal: to expand the reach and impact of CTV campaigns by making Paramount’s offerings more omnichannel—and more performance-driven.
Why This Matters:
First, a little more background on how this works—at least, as we read it. Performance Multiplier is essentially a Paramount-branded solution powered by Taboola Realize, integrated into Paramount Ads Manager, the company’s self-serve media-buying platform primarily used by SMBs. Taboola’s Realize AI identifies and converts high-intent users across its publisher network. It’s a strong win for Taboola, which says this marks “the first time a major streaming provider has adopted a solution like Taboola Realize.”
Now, here’s why this matters more broadly. 2025 has been a year of adtech making things easier—and more effective—for mid-market CTV advertisers. This partnership fits neatly into that trend. SMBs running CTV campaigns through Paramount now get a simple way to scale across channels through a single, trusted partner—extending their reach beyond streaming to the open web via Taboola’s network. Ultimately, combining Paramount’s reach with Taboola’s AI-driven optimization inside Performance Multiplier gives advertisers an easier path to omnichannel scale and, hopefully, better performance—the two things SMBs want most.
Experts React:
Performance was the key message from both sides in this announcement. Steve Ellis, Chief Operating Officer of Paramount Advertising, said: “Together with Taboola’s extensive reach across thousands of trusted publisher websites and its proven performance marketing expertise, we’ll unlock even more ways to turn viewer attention into measurable action.”
Meanwhile, Adam Singolda, Taboola’s CEO and Founder, added: “Advertisers today want more than reach—they want results. With Paramount Advertising, we’re taking Taboola Realize’s performance capabilities even further, helping turn TV ad views into measurable actions.”
Our Take:
The SMB wave/mid-market chase for CTV is upon us. Partnerships like this are a preview of what’s next for streaming platforms: performance tools built directly into self-serve ad systems (and more self-serve systems, in general).
