We Bring Simplicity, Flexibility and Trust to the Party

Make Our Reach, Your Reach with EyeQ and Programmatic

by Jennifer Kisling, VP, Programmatic Sales, Paramount Advertising

In the Connected TV ecosystem, the path to aggregated reach across publisher supply is littered with good intentions. But in today’s fragmented world, marketers need more than that.

Let’s face it – connected TV is complex. You’ve got multiple apps on multiple devices creating a countless number of permutations. That’s why, three years ago, we launched EyeQ to provide advertisers with a seamless activation point to Paramount’s massive video inventory across our diverse portfolio of brands.

And while that footprint today has grown to 100M+ full-episode monthly uniques, the work continues for us. Paramount continues to invest heavily in programmatic activation channels for EyeQ so we can offer our clients simple and scalable solutions. We regularly hear marketers’ top priorities are premium, simple, transparent and convergent activations.

Here's a look at how EyeQ is built to deliver against each:

Premium Ad-Supported Scale

Our story starts with a commitment to premium content, which is delivered with a dual strategy across paid and free entry points: Paramount+ and Pluto TV. Paramount+ is the fastest-growing premium streaming service with thousands of episodes, live sports and exclusive originals, and Pluto TV is the leading FAST service in the U.S.

Simplicity and Flexibility

We want to make the complex simple. This started when we launched EyeQ in 2020 when CTV viewing consumption was off the charts. With EyeQ, advertisers can buy premium digital video inventory at scale across all buy types with a single Deal ID bringing in hundreds of thousands of premium inventory bid requests a day. Yet, while we build for simplicity, the ecosystem is becoming more complex – the traditional roles of DSPs and SSPs are evolving, and marketers are tasked with complicated decisions. 

Trust and Transparency

Buyers need confidence that their ads will run in brand-safe environments across all buy types. This is why we provide advertisers with show-level transparency and reporting at the impression level across EyeQ campaigns. Additionally, while reach and frequency continue to be a priority for our advertisers, identity is now center stage.  Paramount is passing more bidstream signals than ever providing a coveted treasure trove of data for programmatic buyers. UID2, RampID and, most recently, Production Quality and Content Length are all passed in real time providing advertisers with a commitment to trust and transparency.

Building for Convergent

Advertisers need certainty that their publisher partners are providing a TV-quality ad experience across all devices, buy types, channels, and platforms. To that end, Paramount has heavily invested in proprietary tech that optimizes the ad experience to deliver the highest-quality TV ad experience. Take our new solution, Conduit, which maintains separation of rival brands in ad blocks and tracks ad frequency (read more in AdAge). Conduit is Paramount’s foundation for scaling programmatic opportunities while providing confidence to our buyers that their investment provides a best-in-market ad experience. 

What else? To support frequency and identity management, we continue to evolve the Paramount Identity Framework, which allows advertisers to seamlessly plan, activate, measure, and analyze their investments against our audiences.

We’ve come far in three short years since the launch of EyeQ in navigating a complex and challenging media landscape. For Paramount, innovating in an evolving marketplace on behalf of our clients, well, that's just another day at the office.