Paramount Skydance Poised to Challenge Amazon and Google in Digital Ad Market
Paramount Skydance is gearing up to compete with tech giants Amazon and Google for a share of the digital advertising pie. In a strategic move, the company has managed to snag Danielle Carney, a seasoned ad sales executive from Amazon Prime Video, to lead its U.S. sales team. Carney’s expertise in sports ad sales will be instrumental as Paramount Skydance looks to strengthen its position in the market, especially with the impending merger with Warner Bros. Discovery on the horizon.
Carney is set to assume the role of head of U.S. sales at Paramount Skydance starting March 9. Her appointment comes at a crucial time for the company, as it aims to solidify its presence in the increasingly competitive digital advertising landscape.
Business Insider was the first to report on Paramount’s latest hire.
Jay Askinasi, Paramount’s chief revenue officer, expressed his confidence in Carney’s abilities, stating, “As we accelerate toward a streaming-centric future, Danielle’s deep expertise across entertainment, sports, and technology is invaluable. She will play a critical role in connecting our most valuable assets with brand marketers and agency partners, helping deliver a seamless, client-first experience across the Paramount ecosystem.”
With Carney’s appointment being one of the first major staffing decisions under Askinasi’s leadership, the move signifies Paramount’s commitment to strengthening its ad sales division. Askinasi, a former executive at Roku and Publicis Groupe, brings a fresh perspective to the role, and Carney’s extensive experience at companies like Disney and ESPN will complement his vision for the company’s future.
Carney’s track record at Amazon includes successful sales of sports properties such as “Thursday Night Football” and the company’s NBA telecasts. Her involvement in Amazon’s “Black Friday” franchise, which featured an NFL game at the start of the holiday shopping season, demonstrates her ability to drive interest and engagement in digital content.
In addition to Carney, Paramount has also brought onboard Chris Brady as executive vice president of Paramount Media Labs. Brady, who previously served as president and global chief commercial officer at Tribeca Enterprises, will lead efforts to help advertisers connect with content through innovative strategies like product placement and branded vignettes. Both Carney and Brady will report to Askinasi, further strengthening Paramount’s ad sales team.
