Paramount Global

One of the largest premium video advertising platforms in the US, with significant CTV, AVOD, and linear TV inventory through CBS, Paramount+, and Pluto TV

Paramount Global (formerly ViacomCBS) is a leading global media and entertainment company with a vast portfolio of iconic brands including CBS, MTV, Nickelodeon, BET, Comedy Central, Paramount Network, and the Paramount+ streaming service. The company operates across linear television, streaming, and film, making it one of the most significant players in the video advertising ecosystem. Its advertising business spans traditional broadcast and cable TV, connected TV (CTV), and digital platforms, offering advertisers access to massive audiences across premium content environments. In the AdTech space, Paramount is particularly notable for its advanced advertising capabilities through its EyeQ platform, which unifies its streaming inventory across Paramount+, Pluto TV (its free ad-supported streaming service), and other digital properties. Pluto TV, acquired in 2019, has become one of the largest AVOD (ad-supported video on demand) platforms in the United States, providing a significant and growing source of programmatic and direct advertising revenue. Paramount's data and targeting capabilities leverage its first-party audience data across hundreds of millions of viewers. Paramount competes directly with other major media conglomerates such as NBCUniversal, Warner Bros. Discovery, and Disney in the premium video advertising market, as well as with pure-play streaming platforms. The company has invested heavily in addressable advertising technology, audience measurement partnerships, and programmatic infrastructure to modernize its ad sales operation. In 2024, Skydance Media completed a merger with Paramount Global, creating a new combined entity under Skydance leadership.