The partnership and potential future deals could boost both retailers taking a hit as consumers pull back discretionary spending, and legacy media companies that have tried to maintain profits in a challenging landscape. Paramount's partnership with Shopsense was a key component of its Upfront presentation in May, a time when media companies make their annual pitch to advertisers. The agreement comes as legacy media companies look to generate new revenue streams and find different ways to monetize their content. While media companies have relied on ad revenue for some time, it's become more important as they look to make their streaming businesses profitable. Legacy meets AIAdvertisers and media companies have been leaning into generative AI tools, such as shoppable advertising.

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Persons: MTV VMAs, they'll, Shopsense, Everyone's, Bryan Quinn, Shopsense's, it's, Natalie Bastian, Bastian, Laura Taylor, John Halley, Halley, Glenn Fishback, Quinn Organizations: MTV, Paramount Global, CNBC, Paramount, Amazon, Skydance Media, Disney, Gateway, Goodway Group, Paramount Advertising