Paramount Skydance

One of the largest U.S. media conglomerates by television audience share, with a major streaming and advertising presence through Paramount+, Pluto TV, and BET+

Paramount Skydance, now Skydance, was a global media and entertainment company comprising Studios, Direct-to-Consumer, and TV Media segments, with a portfolio that included Paramount Pictures, CBS, Nickelodeon, MTV, BET, Comedy Central, Showtime, Paramount+, and Pluto TV.¹ Its advertising business was centered on streaming monetization, with a strategic focus on consolidating the technology stacks behind its streaming properties to grow ad revenue.² The company operated three streaming services — Paramount+, Pluto TV, and BET+ — across separate tech stacks and two different cloud platforms, meaning there was no connectivity across its streaming offerings, which limited the ability to move subscribers between services.³ Its goal was to unify previously siloed audience and advertising data across those platforms so that buyers could more closely target and personalize advertising, improving the efficiency of streaming ad inventory monetization.² On the agency side, Paramount Skydance partnered with Publicis and IPG Mediabrands, both to reduce its own marketing costs and to secure significant multi-year revenue commitments from those agencies' brand clients, particularly in its digital advertising business.³ The company faced lawsuits from the Writers Guild of America, a shareholder, and a coalition of 12 state attorneys general, all alleging that its intended acquisition of Warner Bros. Discovery would reduce competition.² Source 1: paramount.com — PARAMOUNT PICTURES AND LEGENDARY ... Source 2: adexchanger.com — Paramount Skydance Insists The WBD Merger Will Be ... Source 3: adexchanger.com — Paramount Skydance Merged Its Business