Last updated on June 12, 2026 by Siliveru Rakesh
Recognized among the founding partners as Paramount publicly launched its Agency Partner Program, New Path Digital is helping ambitious brands launch premium Connected TV campaigns on Paramount+, CBS, Pluto TV, and MTV.
We’re proud to share that New Path Digital is one of the first agencies to partner with Paramount Ads Manager, Paramount’s self-serve Connected TV (CTV) advertising platform.
On June 10, 2026, Paramount publicly launched its Agency Partner Program and its new partner directory, and New Path Digital is featured among the founding partners, recognized as a trusted, vetted expert on the platform.
For us, this partnership is a natural extension of what New Path Digital has always done: combine data, strategy, and straight-up hustle to help businesses grow smarter, not just louder. Getting in early means our team has already built the expertise, relationships, and playbooks that newer entrants are only beginning to develop.
“Being chosen as one of the first Paramount Ads Manager Agency Partners is an honor, and it reflects how our team has approached advertising on streaming platforms from day one. We’ve always believed that great television and accountable, data-driven media aren’t a trade-off. This partnership lets us put premium CTV within reach for the ambitious brands we serve — and prove its impact.” — Chris Whitesell, President & Founder, New Path Digital
A first-mover advantage in self-serve CTV
Connected TV has quickly become one of the most valuable places for brands to reach engaged audiences, but until recently, premium streaming inventory was difficult for most advertisers to access directly. Paramount Ads Manager changed that by opening up self-serve access to some of the most-watched content in streaming.
Being named one of the program’s founding Agency Partners isn’t automatic. Agencies are vetted by Paramount’s team and admitted based on their experience launching campaigns on the platform.
That early credibility gives the brands we work with confidence that their campaigns are managed by a team with proven, platform-specific expertise, and not a learning curve billed by the hour.
What is Paramount Ads Manager?
Paramount Ads Manager is a self-serve platform that lets businesses run TV ads across Paramount’s premium streaming portfolio, including Paramount+, CBS, Pluto TV, and MTV. Campaigns can launch fast, putting brands on screen in front of real streaming audiences, often within a day or so of setup.
What makes the inventory stand out is the quality of attention it captures:
- 200M+ monthly ad-supported views across one of the fastest-growing streaming platforms.
- Up to 6x longer ad views than social, with full-screen, sound-on, unskippable placements.
- High-90s video completion rates — roughly 30 unskippable seconds on the biggest screen in the home.
What this means for the brands we work with
Our role as an Agency Partner is to take the power of the platform and turn it into results. Here’s where we focus.
Precision targeting — and retargeting
Paramount Ads Manager lets us reach the right audiences with granular controls, then bring high-intent viewers back for another touch:
- Location: ZIP codes, cities, states, DMAs, or national.
- Demographics: gender, age, and household income.
- Interests and behaviors: pet owners, parents, online shoppers, sports fans, and more.
- Genre and content bundles: news, entertainment, action, movies, and curated packages.
- Retargeting via the Paramount Pixel, reaching people who’ve visited a brand’s website or already seen its ads — reinforcing the message with an average 96% video completion rate.
Measurement tied to real business outcomes
CTV doesn’t have to be a brand-awareness black box. The Paramount Pixel connects ad exposure to site visits, form fills and sign-ups, online purchases, and in-store foot traffic, all viewable in the performance dashboard. That means we can report on impact the way a performance marketer expects, not just impressions delivered.
“From an analytics standpoint, the Paramount Pixel and cross-platform measurement are what make this exciting. We can connect CTV exposure to real outcomes like site visits, leads, and purchases, and de-duplicate reach across platforms. That turns the biggest screen in the home into a channel we can actually hold accountable to results.” — Devvkanth Musunuru, Senior Analytics Project Developer, New Path Digital
Extending reach with Performance Multiplier
With one click, Paramount’s Performance Multiplier extends a CTV buy to brand-safe sites across the open web including ABC News, Apple News, CBS News, CBS Sports, Fox Sports, NBC News, TIME, and more.
In one example, a jewelry retailer that added it saw a 66% lower cost per site visit and over 5,000 incremental site visits on top of their CTV results.
Premium reach, including live sports
Beyond entertainment, the platform reaches 34M+ sports fans through CBS Sports, MaxPreps, 247Sports, the CBS Sports Golazo Network, live soccer, and curated sports content on Pluto TV — an always-on way to put brands next to some of the most-watched moments in streaming.
Case study: reaching a third of a market with premium CTV
Here’s the kind of result this partnership helps us deliver. A regional home-services company in North Carolina’s Triad came to New Path Digital to drive awareness for a high-priority recruitment push across an 11-county footprint of roughly 1.75 million people.
We built an all-CTV awareness campaign around a single :30 spot, with Paramount+ as a core part of the premium media mix.
The Paramount+ flight alone delivered:
- 502,844 impressions and 185,496 unique household reach, the second-largest reach of any platform in the campaign.
- A $19.89 eCPM on a roughly $20 plan — efficient, premium-screen delivery.
- $5,000 in added media value contributed by Paramount on top of the plan.
- Largely incremental reach — cross-platform analysis showed Paramount+ added new households that other platforms weren’t reaching.
Just as important was the company it kept. The brand ran alongside premium, brand-safe programming like NCIS, Survivor, NFL on CBS, UEFA Champions League, and CBS Sports HQ — the kind of high-attention, lean-in environment that builds the familiarity and credibility an employer brand depends on.
“What excites me most is what this means for our clients. Paramount Ads Manager gives us premium, brand-safe inventory we can stand up quickly and manage end to end — from creative to targeting to reporting. It fits right into the broader strategies we build, so CTV stops being a standalone experiment and becomes a measurable part of the plan.” — Kelly Paul, Vice President, Marketing Operations, New Path Digital
Why New Path Digital
New Path Digital is a data-driven digital media agency powering measurable growth for ambitious brands. CTV is a perfect fit for that mission: it pairs the storytelling impact of television with the targeting and accountability of digital.
As a Paramount Ads Manager Agency Partner, our team brings hands-on platform expertise, access to exclusive partner resources and co-marketing, and the ability to fold CTV into a brand’s broader media strategy — from creative through targeting, optimization, and reporting. For brands that want impact over volume, we make premium streaming simple to launch and easy to measure.
Ready to put your business in show business
If you’re curious whether Connected TV belongs in your media mix, we’d love to talk through your goals and budget. As a founding Paramount Ads Manager Agency Partner, New Path Digital can help you go from idea to on-air quickly and prove the results.
Explore the platform at adsmanager.paramount.com, see New Path Digital listed among the partners at adsmanager.paramount.com/agency-partners, or reach out to our team to get started.
About New Path Digital
The results you want. The team you’ll trust. New Path Digital is a North Carolina–based, data-driven digital media agency that helps businesses grow smarter, not just louder.
From strategy and creative to paid media, analytics, and marketing technology, we connect every tactic to measurable outcomes — and we stick around: 95% of our clients stay past year one, with an average partnership of 7.5 years.
We’re a Google Partner, Microsoft Partner, Semrush Agency Partner, Stape Partner, and now a Paramount Ads Manager Agency Partner.
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