The news: Taboola and Paramount Advertising announced a partnership Wednesday, launching a “Performance Multiplier” tool that enables small- and mid-sized businesses (SMBs) to extend connected TV (CTV) ad opportunities to the open web.

• Advertisers using Paramount’s self-service buying platform Paramount Ads Manager—a resource designed for smaller advertisers to access streaming at any budget—can now run campaigns across Taboola’s open web network, leveraging Taboola’s Realize AI tool to reach streaming TV viewers across thousands of publisher sites.
• SMBs can leverage the tool to drive results beyond walled gardens and track post-view outcomes, including sign-ups, clicks, and purchases, while measuring performance results through Paramount Ads Manager’s dashboard to see what happens after people see TV ads.
• The Performance Multiplier is in Beta within Paramount Ads Manager and will become generally available by early 2026.

Why it matters: Despite CTV becoming the default for audience viewing and larger advertisers accelerating investment, SMBs have typically encountered high barriers to entry in the format. Taboola and Paramount’s move means smaller advertisers can now leverage streaming as CTV moves toward democratization, while still accessing performance metrics like leads and ROI.

• But beyond the benefits to SMBs, the Performance Multiplier tool matters because it bridges the gap between TV and web advertising. Traditionally, TV ads have been used to build brand awareness, while digital ads are used to drive clicks and sales.
• The new tool connects the two, highlighting how TV exposure now leads to online actions and streamlining the sales process; fueling “a ripple effect, lifting performance across search, social, and the web … to turn viewer attention into measurable action,” said Steve Ellis, chief operating officer at Paramount Advertising.

What it means for smaller marketers: Small-budget brands can now use CTV the way big advertisers do, reaching new audiences through streaming ads that spark awareness at the top of the funnel and drive measurable bottom-funnel results online. As a result, CTV will continue evolving into a scalable and results-focused channel that provides measurable performance for advertisers of all sizes as audience attention shifts.