Paramount Launches Real-Time Programmatic Ad Buying
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jan 21 2026
0mins
Should l Buy PSKY?
Paramount is introducing live, in-game programmatic buying for select commercial ad units within marquee sporting events, kicking off with UFC's highly anticipated Paramount+ debut on January 24 with UFC 324: GAETHJE vs. PIMBLETT. Designed to maximize Paramount's biggest tentpole sports moments for marketing partners, this marks the first time advertisers can secure a real-time, guaranteed placement in Paramount+'s lineup of premium sports properties. Programmatic inventory availability will complement the success of Streaming Fixed Units to deliver high-impact visibility built around Paramount+'s most coveted sports programming. Advertisers can also continue to activate campaigns spanning Paramount's digital portfolio of leading sports programming through Paramount Streaming content bundles, driven by the company's accelerated momentum across Paramount+ and Pluto TV.
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Analyst Views on PSKY
Wall Street analysts forecast PSKY stock price to rise
15 Analyst Rating
1 Buy
7 Hold
7 Sell
Moderate Sell
Current: 9.250
Low
8.00
Averages
14.08
High
19.00
Current: 9.250
Low
8.00
Averages
14.08
High
19.00
About PSKY
Paramount Skydance Corp, formerly New Pluto Global, Inc., is a holding company. It operates through its wholly owned subsidiaries, Paramount Global (Paramount) and Skydance Media, LLC (Skydance). Paramount is a global media, streaming and entertainment company that creates premium content and experiences for audiences worldwide. Its consumer brands include CBS, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+ and Pluto TV. In addition to offering streaming services and digital video products, it also provides production, distribution and advertising solutions. Skydance is a diversified media company focused on creating event-level entertainment for global audiences. Skydance develops, finances and produces live-action and animated films, television shows, sports content and interactive games worldwide. Skydance has also produced 31 seasons of live-action and animated television content across 16 series and supplies content across a range of platforms.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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