Industry

Paramount has strengthened its advertising strategy in Canada through an expanded partnership with Media Pulse, the Blue Ant Media-owned sales house, appointing it as the exclusive direct and programmatic sales partner for its streaming ad inventory in the market. Under the agreement, Media Pulse will represent both Paramount+ and Pluto TV in Canada, offering advertisers access to premium connected TV (CTV) inventory across the two platforms.

Deborah Gurofsky, SVP and Managing Director of Media Pulse, 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. This collaboration gives brands direct, streamlined access to a ‘Mountain of Entertainment’ that spans every genre and reaches engaged audiences across the country.”
Lee Sears, President, International Markets Advertising Sales at Paramount, highlighted the strategic importance of the deal. “This expanded partnership with Media Pulse reflects our commitment to growing Paramount’s streaming business in Canada and our confidence in the market. 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.”

Media Pulse clients will benefit from advanced targeting and flexible ad formats, including show and channel sponsorships, category takeovers, interactive formats and co-branded executions across both services.
Paramount+’s offering in Canada includes a slate of Hollywood films, premium originals such as The Madison, Landman, MobLand and Canada Shore, alongside brands like CBS News, MTV and Nickelodeon. Meanwhile, Pluto TV complements the service with more than 200 curated channels and over 20,000 hours of content, featuring a wide range of movies and television programming.