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NEW YORK - Taboola (NASDAQ:TBLA) and Paramount Advertising, which according to InvestingPro data has generated $28.76 billion in revenue over the last twelve months, announced Wednesday a strategic partnership to launch "Performance Multiplier," a solution designed to help small and medium-sized businesses measure the impact of their connected TV (CTV) advertising across digital channels.
The new tool will be integrated into Paramount Ads Manager, the company’s self-service buying platform, and will leverage Taboola’s Realize AI technology to extend advertisers’ reach beyond Paramount’s CTV platforms to Taboola’s network of over 9,000 publisher partners. Paramount’s strong market position is reflected in its impressive 65.86% return over the past year, according to InvestingPro data.
"At Paramount, we are proving that television advertising amplifies marketing results everywhere," said Steve Ellis, Chief Operating Officer of Paramount Advertising, according to the press release.
The partnership marks the first time a major streaming provider has adopted Taboola Realize, allowing advertisers to track post-view outcomes such as clicks, sign-ups, and purchases in a privacy-compliant manner.
Advertisers using the platform will be able to run campaigns across Taboola’s open web network and measure combined performance results directly within their Paramount Ads Manager dashboard.
Adam Singolda, CEO and Founder of Taboola, stated that the partnership "opens a new demand channel" for the company while connecting TV to performance across the open web.
The Performance Multiplier is currently in beta testing within Paramount Ads Manager, with general availability expected by early 2026, according to the companies’ announcement. With Paramount trading at a Price/Book ratio of just 0.44 and analysts forecasting positive earnings for the year, InvestingPro analysis suggests the company may be undervalued. Subscribers can access 8 additional ProTips and comprehensive financial metrics in the Pro Research Report.
In other recent news, Warner Bros. Discovery has announced a strategic review of alternatives to enhance shareholder value, following unsolicited interest from multiple parties. This announcement was accompanied by Raymond James reiterating an Outperform rating for the company and raising its price target to $22. Additionally, reports have surfaced that Skydance Media’s David Ellison is in talks with private equity firms, including Apollo Global Management, about a potential $60 billion bid for Warner Bros. Discovery. Meanwhile, Paramount Skydance has been active with its own strategic moves, including acquiring the startup news outlet, the Free Press, and appointing its founder, Bari Weiss, as the editor-in-chief of CBS News. UBS has raised its price target for Paramount Skydance to $12, despite maintaining a Sell rating, noting concerns over the company’s significant content investments. These developments highlight a dynamic period for both Warner Bros. Discovery and Paramount Skydance as they navigate potential mergers and strategic changes.
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