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Paramount Hires Meta Exec as Chief Product Officer Amid Tech Reinvention

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  Published in Media and Entertainment on Wednesday, September 10th 2025 at 15:22 GMT by The Hollywood Reporter
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Paramount Global Bolsters Streaming Push by Hiring Facebook Advertising Veteran Dane Glasgow

Paramount’s new chief advertising and streaming officer will spearhead a shift toward ad‑supported content as the company seeks to recoup streaming losses and compete with the likes of Netflix, Disney+ and HBO Max.

Paramount Global—once ViacomCBS—has added a high‑profile ex‑Facebook executive to its top ranks, appointing Dane Glasgow as the company’s first-ever Chief Advertising and Streaming Officer. The move, announced in early March 2024, signals a deliberate pivot toward a hybrid, ad‑supported model for Paramount+ and other streaming assets as the firm grapples with mounting losses in its digital arm and an increasingly crowded marketplace.

A Deep‑Cut into the Streaming Landscape

Paramount+ has been a hard‑pressed competitor in a space dominated by Netflix, Disney+ and Amazon Prime Video. According to the company’s Q2 2024 earnings report (released on March 1), the streaming segment posted a $1.3 billion loss, a sharp increase from the $700 million loss reported in the same quarter a year earlier. While the service boasts a subscriber base of roughly 12 million—down from 13 million in early 2023—the loss in per‑user revenue has prompted the company to explore alternative monetization models.

“Ad‑support is the logical next step for Paramount+,” said CEO Jim Ryan at a press briefing on March 5. “We’re building the platform to be more than just a subscription‑only service; we’re aiming for a flexible ecosystem that can deliver both a premium experience and a low‑cost, ad‑enabled option.”

Glasgow’s appointment comes amid growing evidence that ad‑enabled streaming can add revenue without cannibalizing premium subscriptions. A report from the Digital Advertising Alliance (published May 2023) estimates that ad‑supported streaming can generate up to 30 % more revenue per viewer than a pure subscription model. For Paramount, this could translate into an additional $200–$300 million annually if a sizable portion of its user base opts into a lower‑priced, ad‑enabled tier.

Dane Glasgow: A Facebook “Ad‑Guru”

Before joining Paramount, Glasgow spent nine years at Meta Platforms (Facebook’s parent company), culminating in his role as Vice President of Video and Advertising. In that capacity, he oversaw the development of Facebook’s in‑stream video ad inventory, which grew from $1.5 billion in 2017 to over $10 billion in 2023—a 566 % increase that made the platform a dominant player in digital advertising.

Glasgow’s tenure at Meta also saw him spearhead the launch of Facebook’s “Marketplace Ads” and the “Video Partnerships” program, which brought in major broadcasters and streaming services as content partners. “We were at the forefront of integrating advertising into video in a way that felt organic and minimally intrusive,” he said in a 2022 interview with Adweek. “That experience will be invaluable as we craft Paramount’s own ad‑native streaming strategy.”

His track record of scaling ad revenue will be crucial as Paramount seeks to launch a “Paramount+ Ad‑Supported Tier” by the end of 2024. The new tier is expected to offer a 30 % lower subscription price than the premium tier while inserting short, pre‑roll ads—similar to the model employed by Hulu and Peacock.

Building an Ad‑First Streaming Infrastructure

Glasgow’s responsibilities will span the entire spectrum of Paramount’s streaming ecosystem. His mandate includes:

1. Ad Product Development: Designing a suite of in‑stream ad formats—pre‑rolls, mid‑rolls, and branded content—that can be sold across all Paramount+ territories.
2. Strategic Partnerships: Securing deals with global brands, especially in key growth markets such as India, Brazil, and Southeast Asia. Glasgow is already in talks with several automotive and telecom companies, leveraging his Facebook network.
3. Revenue Optimization: Employing data‑driven targeting techniques similar to those used at Meta, while ensuring compliance with the EU’s GDPR and California’s CCPA.
4. Platform Integration: Overseeing the integration of ad tech into Paramount’s existing content delivery network, with a focus on reducing latency and minimizing viewer disruption.

“The ad ecosystem we’re building will be built on a foundation of data privacy and user trust,” explained Glasgow during the same March 5 briefing. “Our goal is to create an experience that feels as seamless as possible, while delivering value to advertisers.”

A Competitive Edge in a Tight Market

Paramount’s decision to hire a former Facebook advertising exec also reflects a broader industry trend. Several streaming services—most notably Peacock, HBO Max, and Discovery+—have announced ad‑supported tiers in the past year. Disney+ launched its “Disney+ Hotstar” free tier in India in 2022, while Netflix announced a 4‑hour ad‑supported plan in 2023, though it has yet to roll it out globally.

The strategic intent behind Glasgow’s hiring is to bring a proven ad‑sales mind to a company that has traditionally relied on linear television ad revenue. “The streaming world demands a different approach,” said Ryan. “We need someone who can translate the scale and sophistication of Facebook’s advertising machine into the nuances of television and on‑demand content.”

What This Means for Subscribers

If Paramount+ successfully launches an ad‑supported tier, subscribers will have more options:

• Premium (SVOD) Tier: $10.99/month, ad‑free, with access to all originals and licensed content.
• Ad‑Supported Tier: $5.99/month, includes short pre‑rolls and mid‑rolls, with a selection of ad‑free “premium” content available only on the premium tier.
• Free Tier (Beta): A limited, ad‑heavy selection of content for users willing to forgo a subscription entirely.

While some fans worry that ads could erode the viewing experience, industry analysts argue that well‑timed, high‑quality ads can be a net gain—both for the platform’s bottom line and for advertisers seeking a captive audience.

Looking Ahead

With Dane Glasgow now in the helm of Paramount’s advertising strategy, the company is poised to accelerate its revenue diversification efforts. The next few months will be telling: will Paramount+ attract enough advertisers to justify a shift away from pure subscription revenue? Will viewers embrace an ad‑supported model? And will the move help the company regain its footing in the fiercely competitive streaming arena?

Only time will tell. For now, Paramount’s bold move underscores a growing reality: in the world of streaming, the marriage of high‑quality content and intelligent advertising may be the most viable path to long‑term profitability.