ViacomCBS

Was one of the largest global media conglomerates during 2019–2022, with major broadcast, cable, and streaming assets before rebranding as Paramount Global

ViacomCBS, now operating as Paramount, was a leading global media and entertainment company formed through the merger of Viacom and CBS Corporation, which was later renamed Paramount in February 2022.^1,2 In the advertising space, ViacomCBS pursued a multi-currency strategy for planning, transacting, and measuring national media campaigns, leveraging third-party data partnerships to guarantee linear media transactions against age and gender demographics, as well as to deliver campaigns against customized advanced audience segments.¹ Its advanced advertising platform, Vantage, offered predictive modeling, continual optimization, and audience insights to help advertisers understand and reach their target audiences.¹ To address frequency management challenges in streaming, ViacomCBS pooled its streaming inventory across CBS All Access, Pluto TV, and individual network properties, connecting the underlying ad technology to control how often viewers were served a given advertiser's campaign across those platforms.³ Revenue from subscriptions and digital video advertising grew significantly during this period, and the company launched EyeQ, a unified buying platform for its streaming content.⁴ Source 1: videoamp.com — VideoAmp and ViacomCBS Announce TV Measurement ... Source 2: wikipedia.org — Paramount Global Source 3: digiday.com — ViacomCBS's upfronts pitch to advertisers: We won't ... Source 4: adexchanger.com — Pandemic Takes A 27% Bite Out Of ViacomCBS' Q2 Ad ...