In October, an independent study by iSpot revealed that the founding ten ISA members reached 17.9 million US TV households – with the addition of FilmRise, Gusto TV, Gunpowder & Sky, DangerTV, and Graham Media that number would exceed 20 million. This scale further validates the value independent streamers and content creators represent and the reason the ISA was formed – to develop and propose solutions to some of the challenges facing the CTV industry, such as measurement, demand, distribution, and inclusion.

The numbers behind personalization are nothing short of remarkable. According to a study by Epsilon, a staggering 80% of consumers are more likely to make a purchase when brands offer personalized experiences. In an era where customer attention spans are dwindling, personalized marketing materials, including emails with tailored subject lines, are 26% more likely to be opened, as reported by Campaign Monitor. Moreover, these personalized emails generate transaction rates that are six times higher than their non-personalized counterparts, according to Experian.

The two companies are currently completing technology integrations to enable fast, seamless advertising transactions inside of Paramount’s proprietary and licensed systems. Using iSpot, Paramount will be able to offer partners even greater choice in campaign activation and evaluation by leveraging iSpot’s measurement data as well as its cross-screen capabilities.