JP Colaco

JP Colaco is a senior advertising sales executive at Paramount, where he leads ad sales for Paramount+, the company's flagship streaming platform. He has been a central figure in Paramount's transition from a legacy linear broadcaster to a streaming-first media company, architecting advertising strategies that bridge traditional TV buying with modern programmatic and data-driven streaming approaches. His work has been critical in establishing Paramount+ as a credible competitor in the fast-growing ad-supported streaming (AVOD/FAST) landscape. Colaco's focus on convergent TV advertising — creating unified solutions that allow advertisers to reach audiences seamlessly across linear and streaming inventory — reflects a broader industry shift toward audience-based buying. He has worked closely with major advertisers and agencies to develop cross-platform campaign frameworks that leverage Paramount's scale across CBS, cable networks, and Paramount+. His role encompasses both direct sales strategy and the development of advanced advertising products that appeal to performance and brand advertisers alike. With over a decade of experience in media and advertising sales, Colaco is recognized within the industry for his ability to translate complex multi-platform media environments into actionable, results-driven advertising solutions. He has been a vocal advocate for the value of premium video advertising and the importance of brand-safe, content-aligned environments in an increasingly fragmented media landscape.

• Led advertising sales strategy for Paramount+, helping grow its ad-supported subscriber base and ad revenue as the platform scaled competitively against Netflix, Peacock, and Disney+
• Instrumental in developing Paramount's convergent TV advertising framework, enabling unified cross-platform buys across CBS linear, cable, and streaming inventory