Paramount Global yesterday announced the global expansion of EyeQ, bringing one of the biggest premium video advertising platforms in digital media to regional and multinational marketers worldwide.

EyeQ, according to a press release from the US-based media company, makes it easier for advertisers to activate campaigns across the full scale of Paramount’s massive domestic and international digital content portfolio of entertainment, news and sports in one seamless solution, driven by the company’s streaming momentum.

Pluto TV, the most widely-distributed FAST service globally, will fuel EyeQ’s international debut with its growing footprint across four continents and over 35 territories. The 2024 introduction of a Paramount+  ad tier in select international markets, including Australia and Canada, will also continue to accelerate EyeQ’s ad-supported reach.

“The launch of EyeQ was a game-changer, bringing unprecedented simplicity, efficiency and scale to the premium, ad-supported video marketplace,” the statement, issued in New York, quoted John Halley, President of Paramount Advertising, as saying.

“We’re excited to deliver this proven formula to partners around the world under a global streaming advertising strategy that will play in more markets than ever before and serve as a catalyst for Paramount’s next stage of growth,” he added.

EyeQ has experienced meteoric growth since its launch in 2020, becoming a multi-billion-dollar digital advertising business, with more than 100 million full-episode monthly unique viewers in the US alone.

“The international expansion of our industry leading premium video platform underscores Paramount’s continued commitment to our clients,” said Lee Sears, EVP, Head of International Advertising Sales and Integrated Marketing for Paramount, adding, “EyeQ leverages the growth of our global ecosystem of platforms and brands, simplifying the point of entry and providing a direct way for advertisers to buy across all of Paramount’s digital content.

Built on top of Freewheel, EyeQ includes Paramount’s internally-developed identity management service and programmatic platform Conduit.

The international launch will begin as a beta program and roll out to all advertising and agency partners in early 2024.

Paramount is a leading global media, streaming and entertainment company that creates premium content and experiences for audiences worldwide. It owns iconic brands like CBS, Showtime Networks, Nickelodeon, MTV, Comedy Central and Paramount+ streaming platform. In India, it has a joint venture with Reliance Industries for Viacom18 where Bodhi Tree Systems, promoted by James Murdoch and former Disney exec Uday Shankar, also owns a minority stake.