Paramount Skydance

One of the largest premium video advertising sellers in the US, with significant CTV and FAST inventory through Paramount+ and Pluto TV

Paramount Global (rebranded following the Skydance Media merger completed in 2024) is one of the world's largest media and entertainment companies, home to iconic brands including CBS, MTV, Nickelodeon, BET, Comedy Central, Paramount Network, and the Paramount+ streaming service. The company operates across broadcast television, cable networks, film production, and digital streaming, making it a major player in the video advertising ecosystem. Its advertising business spans linear TV, connected TV (CTV), and digital platforms, offering advertisers access to massive, diverse audiences. In the AdTech context, Paramount is significant as a premium publisher and inventory owner, offering programmatic advertising solutions, direct deals, and advanced audience targeting through its EyeQ advertising platform. EyeQ consolidates Paramount's streaming and digital video inventory, enabling advertisers to reach audiences across Paramount+, Pluto TV (its free ad-supported streaming service), and other owned-and-operated properties. Pluto TV in particular has become a major FAST (Free Ad-Supported Streaming TV) platform with substantial ad inventory. The Skydance merger, finalized in 2024, brought new leadership and capital to the company, which had faced financial pressures from the streaming transition. Paramount's advertising revenue remains a cornerstone of its business model, particularly as it balances subscription and ad-supported tiers across its streaming portfolio. The company competes directly with NBCUniversal, Disney, Warner Bros. Discovery, and Netflix in the premium video advertising space.