Observed Signal · Sep 10, 2026 · Partnership · Source: INCRMNTAL · Impact: 3/5
INCRMNTAL Announces Paramount Ads Manager Measurement Partnership
INCRMNTAL announced on September 10, 2026 that it has been named one of the first Measurement Partners for Paramount Ads Manager, Paramount's self-service advertising platform for streaming inventory across Paramount+, Pluto TV, CBS, and Comedy Central. The partnership aims to help advertisers measure the incremental business impact of their CTV and streaming campaigns. INCRMNTAL cites its analysis of close to $2 billion in ad spend showing CTV drove ten times more conversions than Linear TV while using 60% of Linear's spend.
This partnership directly addresses the CTV measurement gap by pairing premium streaming inventory with incrementality measurement, helping advertisers justify streaming budgets. Being among the first Paramount Ads Manager Measurement Partners strengthens INCRMNTAL's position in the growing CTV measurement ecosystem.
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Key Takeaways & Evidence Grounding
- INCRMNTAL was named one of the first Measurement Partners for Paramount Ads Manager, announced on September 10, 2026.
- Paramount Ads Manager is a self-service platform for campaigns across Paramount+, Pluto TV, CBS, Comedy Central, and more.
- INCRMNTAL's CTV incrementality report analyzed close to $2 billion in ad spend, finding CTV drove ten times more conversions than Linear TV while using 60% of Linear's spend.
- The report also found CPA across advertisers ranged from 0.5x to 5.5x the average on the same channel.
- eMarketer (2025) reported streaming viewership is growing more than twice as fast as streaming ad spend.
- INCRMNTAL is an always-on incrementality measurement platform and was acquired by Smartly.
Connected Companies & Entities
“INCRMNTAL is an always-on incrementality measurement platform, acquired by Smartly, and was named one of the first Measurement Partners for ...”
“Paramount operates the streaming and broadcast properties included in Paramount Ads Manager, including Paramount+, Pluto TV, CBS, and Comedy...”
“Smartly is the company that acquired INCRMNTAL, as stated in the article.”
“eMarketer is cited as the source for the statistic that streaming viewership is growing more than twice as fast as streaming ad spend in 202...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Paramount’s Upfront Focus: Streaming, Programmatic, Live Sports
Paramount used intimate client dinners rather than a traditional upfront presentation while rolling out several product announcements aimed at streaming, programmatic buying and live-sports advertising. The company plans to fully merge the ad‑tech stacks behind Paramount+ and Pluto TV over the summer to centralize viewing and identity data. Paramount is launching a new ad performance product called Precision+ that matches Paramount audience data with advertisers’ first‑party data and will add a conversion API. It is promoting “streaming fixed units,” which let advertisers reserve specific pod positions in episodes (including live sports), and expanding dynamic ad insertion (DAI) capabilities—already used in UFC events—to other marquee sports within the CBS Sports digital portfolio this fall. Paramount frames these moves as part of post‑merger integration following the Paramount Global–Skydance Media deal.
Universal Ads Adds Audience and Mobile Measurement Partners
Universal Ads announced two new partner categories in its Business Partners Program: Audience Partners and Mobile Measurement Partners. Inaugural Audience partners include Klaviyo, LiveRamp, and TransUnion; Mobile Measurement Partners integrated directly are Adjust, AppsFlyer, Branch, Kochava, and Singular. The additions let advertisers bring first- and third-party customer segments and established mobile attribution workflows into Universal Ads’ self-serve premium TV buying platform, aligning TV campaigns with existing digital measurement and activation processes. Universal Ads said the changes aim to make television advertising feel as familiar and integrated as other digital channels, and highlighted a broad roster of publisher partners including NBCUniversal, Roku, Paramount, Warner Bros. Discovery and others.
Universal Ads Launches Campaign Management Partners for TV Buying
Universal Ads, an ad platform that enables brands to create, buy, and measure ads across premium video, has launched a new Campaign Management category within its Business Partners Program. This initiative allows TV advertising to be activated directly within platforms that advertisers already use for their digital media buying, such as search and social channels. The API-first, MCP-enabled platform supports integrations via its Manager, API, and MCP, and now through partner platforms. Launch partners include Adlyse, Atrium, Concord, Kochava, Koddi, Olyzon, Orbee, Scale Up, SearchKings, Stellair AI, Topsort, and WorkMagic, spanning agentic buying, creative-led buying, measurement-driven solutions, commerce, and retail media platforms. The goal is to reduce friction and make TV advertising more accessible without requiring marketers to switch tools, aligning with modern workflow expectations.
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