INCRMNTAL is now a
Paramount Ads Manager Measurement Partner

Running your ads across premium streaming programming is more accessible than ever. Proving what it does  is the part we can cover.

Every new advertising channel goes through the same three stages. First, it’s offered at a premium that  only top brands can afford. Second, everyone tries it to acquire new audiences. Third, advertisers finally ask, “what is it actually doing in terms of results?”.

CTV is deep into stage three. And we're happy to be part of the answer.

INCRMNTAL has been named one of the first Measurement Partners for Paramount Ads Manager, a select group of companies working directly with Paramount to help advertisers understand the real business impact of their streaming investments.

What Paramount Ads Manager changes

Paramount Ads Manager is a self-service platform for businesses of any size to create, launch, and measure campaigns across the fastest-growing streaming subscription service Paramount+, Pluto TV, CBS, Comedy Central, and more. 

Inventory that was once sold exclusively through  upfronts and IOs is now available to all through platforms like Paramount Ads Manager. This makes premium TV inventory just as buyable as a social campaign, which is a bigger shift than it sounds.

Buying got easy. Measuring didn't.

Streaming viewership is growing more than twice as fast as streaming ad spend (eMarketer, 2025). That gap isn't a lack of appetite. It's a lack of proof. Advertisers move budget when they can defend the move, and TV has spent several decades being defended with reach curves and confidence.

The problem is structural: nobody clicks a television (and they shouldn’t start!). So when advertisers measure CTV with tools built for click-based channels, TV loses an argument it never entered.

The conversion still happens. It just doesn’t get attributed correctly

Or more often: CTV does the work; Search sends the invoice.

Incrementality asks a different question. Not "who touched this user last," but "what would have happened if we hadn't run this at all."

No user-level data. No test-and-control gymnastics. No switching off your best-performing channel for three weeks just to find out it’s actually your best-performing channel.

Why this matters if you're buying streaming

When we analyzed close to $2 billion in ad spend for our CTV incrementality report, three findings stood out:

• CTV drove ten times more conversions than Linear TV, while using 60% of Linear's spend.
• CTV was the most balanced medium in the mix, at close to a 1:1 ratio between share of spend and share of conversions.
• CPA across Advertisers ranged from 0.5x to 5.5x the average. Same channel, tenfold difference in outcome.

That last one is the whole story: CTV works. YOUR CTV campaigns aren’t automatically guaranteed to. The gap between these two facts is whether you can see which campaigns, which flights and which spend levels are producing true lift, and the point at which the next dollar quietly stops performing.

Premium inventory on one side, always-on incremental measurement on the other. Buy the good stuff, then know what it returned. Continuously.

Getting started

If you're running campaigns through Paramount Ads Manager and want to see their incremental contribution alongside every other channel you're spending on, we're happy to onboard you to the INCRMNTAL platform. If you’re not yet running on Paramount Ads Manager, talk to us to get started with an exclusive ad credit offer. 

Streaming stopped being an experiment a long time ago. Time to stop measuring it like one.
INCRMNTAL, acquired by Smartly, is an always-on incrementality measurement platform. No user-level tracking, no A/B tests, no waiting for a quarterly readout.