Paramount Ads Manager Partners with Northbeam to Bring Advanced Attribution to CTV

CTV is no longer just a test channel for SMBs. In fact, it’s where SMBs need to be to stay competitive.

Data shows that the TV is still the most valuable screen in the home: it’s where viewers are spending their time, more deeply engaged, and in more receptive mindsets.

At the same time, CTV advertising has evolved to become faster, easier, and more affordable. In fact, 54% of advertisers increased their CTV budgets in 2026, reallocating from social, search, or display (Source: Paramount Ads Manager Survey, August 2026 (n=165)).

But as investment scales, so does the need to measure it accurately. Not every conversion starts with a click, and traditional attribution models tend to leave the impact of awareness campaigns harder to quantify.

That’s why Paramount Ads Manager is partnering with Northbeam, enabling a direct integration that brings your premium CTV campaigns into the same dashboard you measure the rest of your marketing.

Meet Northbeam: A New Approach to Attribution

Northbeam offers a full suite of marketing measurement tools, including multi-touch attribution, incrementality, and media mix modeling. It enables advertisers to understand how their channels work together to drive performance by combining first-party data with signals from dozens of integrated ad platforms.

At the core of this approach is Northbeam’s Clicks + Deterministic Views (C+DV) attribution. Instead of relying on clicks alone, C+DV incorporates both click data and verified ad exposures to show how impressions influence conversions. By tying views directly to orders, advertisers get a more complete and accurate view of how their marketing drives results.

This is especially important for channels like CTV, where engagement doesn’t rely on clicks but still plays a critical role in influencing purchase behavior. C+DV helps ensure that these upper-funnel interactions are properly accounted for, rather than overlooked in traditional click-based models.

Connect Your Paramount Campaign to the Rest of Your Marketing

Northbeam customers running campaigns with Paramount Ads Manager can now see their campaign performance directly within their Northbeam dashboard, alongside their other marketing channels.

This allows advertisers to evaluate Paramount CTV campaigns in the context of their full media mix, rather than as a standalone channel. Instead of piecing together performance across platforms, they can understand how each channel contributes to overall results, and make more informed decisions about where to shift budgets.

• See the full impact of premium CTV: View all your campaign performance in one place, with independent third-party validation to ensure your data reflects true performance

• Understand cross-channel performance: See how premium CTV works alongside search, social, and other channels, so you get the full-funnel picture in one view.

• Make smarter budget decisions: Understand how campaigns influence each other and optimize spend in real time

Ready to Get Started?

If you’re interested in uncovering the full impact of your CTV campaigns, contact Northbeam to get started.

If you’re already a Northbeam customer, you can connect your Paramount Ads Manager account directly within the platform and start measuring your CTV performance alongside your other channels. Northbeam customers who launch their first Paramount Ads Manager campaign are eligible for an exclusive ad credit. Contact us for next steps.

To surface Paramount Ads Manager in your Northbeam dashboard:

• Go to Account Settings → Model Settings → Attribution Models
• Select Clicks + Deterministic Views and choose “Paramount Ads Manager”
• Wait 24–48 hours for initial processing