"Paramount is merging the ad tech stacks behind Paramount+ and Pluto TV, releasing a new performance product, and introducing dynamic ad insertion in live sports."
"By concentrating its viewing and identity data and ad tech within a single stack, buyers and brands can better target streaming ads and make more personalized content recommendations."
"Better ad personalization should also drive better outcomes and performance, which is arguably what marketers care about most of all."
"Paramount hopes to prove its post-merger prowess by addressing what a 'modern marketer' needs from their connected TV media investments."
Paramount is shifting from traditional upfront presentations to client dinners while announcing new products aimed at securing ad commitments. Key focuses include streaming, programmatic advertising, and live sports. The company is merging ad tech stacks for Paramount+ and Pluto TV to enhance ad targeting and personalization. Paramount aims to meet modern marketers' needs by improving media planning and performance outcomes. A new ad performance product, Precision+, is also being introduced to further support these goals.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]