Can you run CTV ads on Pluto TV?

Content on WhatAnswers is provided "as is" for informational purposes. While we strive for accuracy, we make no guarantees. Content is AI-assisted and should not be used as professional advice.

Last updated: April 8, 2026

Quick Answer: Yes, you can run CTV ads on Pluto TV through its parent company Paramount's advertising platform. Pluto TV offers programmatic and direct ad buying options, with ads typically inserted during content breaks similar to traditional TV. The platform supports various ad formats including 15- and 30-second video spots, interactive ads, and branded content integrations. As of 2023, Pluto TV had over 80 million monthly active users, making it a significant CTV advertising opportunity.

Key Facts

Pluto TV was founded in 2013 and acquired by ViacomCBS (now Paramount Global) in 2019 for $340 million
Pluto TV reached 80 million monthly active users globally by Q4 2023
The platform offers over 250 live channels and thousands of on-demand titles
Pluto TV's ad-supported model generates revenue through 8-12 minutes of ads per hour of content
Paramount's advertising platform supports programmatic buying through partnerships with major DSPs including The Trade Desk and Google DV360

Overview

Pluto TV is a free, ad-supported streaming television (FAST) service launched in 2013 by co-founders Tom Ryan, Ilya Pozin, and Nick Grouf. The platform pioneered the FAST model, offering linear channels and on-demand content without subscription fees. Paramount Global (formerly ViacomCBS) acquired Pluto TV in January 2019 for $340 million, integrating it into their streaming portfolio alongside Paramount+. Pluto TV's content library includes over 250 live channels and thousands of on-demand movies and TV shows from partners including NBCUniversal, Warner Bros. Discovery, and Paramount's own media properties. The service expanded internationally starting in 2018, now available in over 35 countries including the UK, Germany, and Latin American markets. Pluto TV's growth accelerated during the COVID-19 pandemic, with monthly active users increasing from 22 million in Q1 2020 to over 80 million by Q4 2023.

How It Works

CTV advertising on Pluto TV operates through Paramount's unified advertising platform, which manages inventory across Paramount's streaming properties. Advertisers can purchase inventory through direct sales teams or programmatically via demand-side platforms (DSPs) like The Trade Desk, Google DV360, and Magnite. The platform uses server-side ad insertion (SSAI) technology to deliver targeted ads during natural breaks in content, with ads typically appearing in pods of 2-4 commercials. Pluto TV supports various ad formats including standard 15- and 30-second video ads, interactive ads with clickable overlays, and branded content integrations within specific channels. The advertising system leverages Paramount's first-party data from registered users and contextual targeting based on content categories. Measurement capabilities include traditional TV metrics like reach and frequency, plus digital metrics including completion rates and attribution through partnerships with companies like Nielsen and iSpot.tv.

Why It Matters

Pluto TV's CTV advertising capabilities matter because they represent a significant shift in television monetization, combining the scale of traditional broadcast with digital targeting precision. For advertisers, Pluto TV offers access to cord-cutters and younger audiences who have abandoned traditional pay-TV, with 60% of viewers aged 18-49. The platform's free model attracts price-sensitive consumers, creating a complementary audience to subscription services. For the streaming industry, Pluto TV's success demonstrates the viability of ad-supported models as subscription fatigue grows. Paramount reported Pluto TV generated approximately $1.5 billion in advertising revenue in 2023, showing the economic potential of FAST services. The platform's international expansion provides global advertising opportunities as CTV adoption grows worldwide.