Paramount in Canada and Media Pulse, a Blue Ant Media company, announced Monday an expanded partnership, naming Media Pulse as the exclusive direct sales and programmatic partner for Paramount’s ad inventory in Canada.
Under the expanded agreement, Media Pulse will represent both Paramount’s SVOD platform, Paramount+, and its free ad-supported streaming service, Pluto TV. The deal enables Media Pulse to offer clients direct ad insertion opportunities across the full breadth of Paramount+ and Pluto TV’s connected TV (CTV) inventory, a Blue Ant Media press release said.
“This exclusive partnership with Pluto TV and Paramount+ in Canada is an exciting addition to our roster of premium partners, allowing us to further elevate the CTV experience and offer brands the opportunity to follow the viewer to a powerhouse of must-watch content,” said Deborah Gurofsky, senior vice president and managing director of Media Pulse, in the press release. “This collaboration gives brands direct, streamlined access to a ‘Mountain of Entertainment’ that spans every genre and reaches engaged audiences across the country.”
“This expanded partnership with Media Pulse reflects our commitment to growing Paramount’s streaming business in Canada and our confidence in the market,” said Lee Sears, president of international markets advertising sales at Paramount, in a statement. “Just as importantly, partnering with a Canadian sales organization gives advertisers a locally aligned option, reinforcing Paramount as a platform that aligns global scale with strong Canadian market access.”
The benefits to Media Pulse clients will be seamless ad integration and advanced targeting opportunities, including show, channel and category sponsorships, custom interactive and high-impact ad units, and co-branded executions across Paramount+ and Pluto TV’s Canadian catalogues, according to the press release.
Until recently, Corus Entertainment has been the Canadian ad representative for Pluto TV. When Pluto TV launched in Canada in 2022, Corus was named as the ad rep for the free streaming service as part of their launch partnership deal.
