• by Wayne Friedman , February 25, 2025

Waymark, a growing AI-focused video technology company for local TV advertisers, has expanded its deal with Paramount Global to now include 27 CBS owned-and operated TV stations.

CBS executives say it will help its TV stations work with local small and mid-size TV advertisers -- brands that may have limited resources to produce commercial content.  CBS had been testing Waymark's platform in a few markets.

Through artificial intelligence (AI), Waymark can quickly pull video assets, print material and other content off businesses' websites and other areas to create a TV ad.

Last year, Waymark struck a deal with Paramount Global’s streaming businesses Paramount+ and Pluto TV to launch the new Paramount Ads Manager, a self-service buying platform.

Waymark recently launched a new version of its ad technology, Waymark 2.0., which is 50% faster, among other new attributes. At the same time, Waymark also struck deals with TV station groups Sinclair Inc. and Cox Media.

"Since introducing our video advertising platform, we’ve seen our partners across cable, broadcast, and streaming unlock new opportunities for local businesses while generating significant new revenue," says Hayden Gilmer, vice president of revenue at Waymark.

In 2023, Spectrum Reach aired over $27 million in advertising campaigns from Waymark AI-generated video creative -- nearly 7,000 video projects -- more the double the number in the previous year, when it pulled $11.5 million in ad dollars

Since launching its original video ad-tech platform in 2023, Waymark has signed deals with companies including Spectrum Reach, Fox TV Stations, E.W. Scripps, Gray Media and Beasley Media Group, among other companies.