Paramount Lands Roku Ad Sales Star Jay Askinasi as New CRO for CBS and Paramount

In a significant strategic move, Paramount has announced the appointment of Jay Askinasi, a highly respected figure in the ad sales industry and former ad sales leader at Roku, as the new Chief Revenue Officer (CRO) for both CBS and Paramount. This high-profile hire underscores Paramount's aggressive push to consolidate and amplify its advertising revenue streams across its diverse portfolio, which spans linear television and the rapidly expanding world of streaming.

Askinasi will report directly to John Halley, President of Ad Sales for Paramount.

His extensive experience and proven track record in navigating the complexities of convergent TV advertising are expected to be invaluable as Paramount continues to innovate its sales strategies. Prior to joining Paramount, Askinasi held a pivotal role at Roku, where he was instrumental in overseeing ad sales for OneView, Roku's sophisticated ad tech platform, as well as Roku Media, the company's content division.

His leadership was crucial in driving programmatic advertising growth and optimizing ad experiences across Roku's vast ecosystem.

The move is a clear signal of Paramount's commitment to strengthening its position in the competitive ad-supported streaming landscape. With properties like Paramount+, Pluto TV, and the venerable CBS network, Paramount is uniquely positioned to offer advertisers a broad reach across various demographics and viewing habits.

Askinasi's expertise in connected TV (CTV) and programmatic advertising aligns perfectly with Paramount's ongoing efforts to attract more ad dollars by offering advanced, data-driven solutions to brands.

Industry observers view Askinasi's recruitment as a major coup for Paramount. His deep understanding of the digital advertising ecosystem, coupled with his ability to forge strong relationships with advertisers and agencies, is anticipated to accelerate Paramount's revenue growth.

This strategic appointment is poised to enhance Paramount's convergent TV strategy, ensuring a more seamless and effective advertising experience for both partners and audiences across all its platforms.

Paramount has been actively investing in its ad-supported offerings, recognizing the immense potential in hybrid models that combine subscription and ad-supported tiers.

Jay Askinasi's leadership is expected to be a cornerstone of this strategy, guiding the company through its next phase of growth in an evolving media landscape where ad-supported streaming is becoming an increasingly dominant force.