For years, Connected TV (CTV) advertisements have occupied a prestigious but limited space in the media mix: the high-impact “awareness” medium. While CTV offers unmatched reach, it has historically struggled with fragmented measurement and a lack of clear attribution, making it difficult for platforms to prove a direct link between a “big screen” exposure and a website conversion. This gap has often funneled performance-driven budgets toward “walled gardens” like Google and Amazon, which offer seamless cross-screen attribution.

However, a new standard is emerging. By partnering with Realize, major CTV players like Paramount Advertising and LG Ad Solutions are transforming their inventory from passive awareness tools into actionable performance engines. For CTV platforms, this partnership represents a strategic opportunity to unlock new revenue streams, drive higher ad spend, and compete directly with the largest digital ecosystems.

Leveling the Playing Field with Walled Gardens

The primary advantage for a CTV platform in partnering with Realize is the ability to provide cross-screen performance-driving power, extended reach and consolidated attribution that was previously inaccessible to independent publishers. Realize utilizes advanced audience matching to retarget the users across from Smart TVs in their personal devices across the Open Web, leveraging a network of over 9,000 premium publishers..

This allows CTV platforms to offer their advertisers a unified view of the customer journey. Instead of a campaign ending when the TV commercial stops, platforms can now enable advertisers to not only retarget, but use the seed audiences from CTV exposures to identify similar audiences which are likely to convert. These “Predicted converters״ can the be targeted across the open web and CTV to extend the reach of the campaign. This capability ensures that the high-impact TV spot is followed by relevant, actionable ads on the open web, directly attributing post-view actions like sign-ups and purchases back to the original CTV campaign.

The Blueprint for Success: Paramount and LG Ad Solutions

The success of existing partnerships serves as a roadmap for other CTV platforms looking to modernize their offering.

Paramount Advertising integrated Realize technology into its Paramount Ads Manager to launch “Performance Multiplier”. This branded solution allows even small and medium-sized businesses to access premium streaming inventory while tracking performance results, such as purchases and sign-ups, directly within their dashboard. This marks a shift toward making CTV a more measurable and actionable part of the media mix for brands of all sizes.

Similarly, LG Ad Solutions partnered with Taboola to launch “Performance Enhancer”, a connected and measurable ecosystem that bridges TV and digital performance. By combining audience information data with Taboola Realize’s AI-driven targeting, Performance Enhancer helps advertisers optimize likely to convert audiences. This not only broadens the impact of LG’s campaigns into high-quality digital environments but also allows advertisers to quantify ROI by attributing site engagement directly back to TV exposure.

Driving Growth: New Business and Increased ROAS

Partnering with Realize offers CTV platforms three distinct commercial advantages:

• Winning Performance Budgets: Platforms can now attract performance marketing teams that prioritize measurable outcomes over simple impressions. By offering a solution that tracks clicks, leads, and sales, CTV platforms become a viable destination for lower-funnel budgets.
• Increasing Spend from Existing Advertisers: By driving measurable outcomes, platforms can help current advertisers grow their Return on Ad Spend (ROAS). When advertisers see a quantifiable ripple effect from their TV ads into digital conversions, they are incentivized to increase their overall investment.
• Expanding Reach Beyond the TV: Solutions like “Performance Multiplier” and “Performance Enhancer” allow platforms to extend their advertisers’ brand messages beyond the TV screen to matched and lookalike viewers on the open web.

Efficiency Through Integration

For CTV platforms, expanding beyond TV is a huge opportunity. Partnering with a performance-focused technology provider allows platforms to consolidate cross-platform measurement, which strengthens future media planning. It transforms the TV screen into a destination for meaningful connections that drive value across the entire funnel—from the top-of-funnel impact of the big screen to the lower-funnel performance of the open web.

As the industry moves away from third-party cookies and toward first-party data strategies, the ability for a CTV platform to offer privacy-compliant, performance-based solutions will be the deciding factor in securing long-term advertiser loyalty.

In essence, partnering with Realize allows a CTV platform to act as a bridge: It takes the massive, trusted footprint of the living room and connects it to the measurable, conversion-heavy world of the digital journey, ensuring that every ad view has the potential to become a measurable action.