Paramount Audience Graph

Premium first-party audience data platform from a major media conglomerate, competing with other walled garden TV and streaming data solutions

The Paramount Audience Graph is Paramount Global's proprietary first-party data and audience intelligence platform, built to help advertisers and media buyers activate precise audience segments across Paramount's vast portfolio of streaming and linear TV properties. Leveraging data from Paramount+, Pluto TV, CBS, MTV, Nickelodeon, BET, and other owned-and-operated properties, the platform aggregates viewing behavior, content engagement, and demographic signals from hundreds of millions of users to create rich, addressable audience profiles. The platform is designed to address the industry's shift away from third-party cookies and traditional panel-based measurement by offering deterministic, consent-based first-party data at scale. Advertisers can use the Paramount Audience Graph to plan, activate, and measure campaigns with greater precision, leveraging Paramount's unique cross-screen reach that spans both streaming (CTV/OTT) and traditional linear television. The graph supports audience extension, lookalike modeling, and cross-platform frequency management. Within the AdTech ecosystem, the Paramount Audience Graph positions Paramount Global as a premium data-driven media partner competing directly with other walled garden audience solutions from NBCUniversal (One Platform), Disney Advertising, and Warner Bros. Discovery. It reflects the broader industry trend of major media companies monetizing their first-party data assets as a strategic differentiator in a cookieless, privacy-first advertising landscape.