TORONTO – Corus Entertainment said Tuesday that it will join CBC/Radio-Canada, Rogers Media and Shaw Media in the Canadian Premium Audience Exchange (CPAX).
Unveiled in April, CPAX is an online, real-time bidding exchange service that provides advertisers and agencies with access to premium digital inventory.
With the addition of Corus, CPAX now provides buyers with a central gateway to premium Canadian digital advertising inventory across more than 150 domains in both English and French, reaching an audience of more than 16 million Canadians. Each media company maintains their unique, direct sales operations with a portion of their inventory flowing directly into CPAX for bidding by private access buyers. Inventory is pooled amongst the four companies' digital assets, enabling buyers to bid specifically on inventory targeted to their demographic. Agency partners have first access to bid on the inventory.
"With Corus joining CPAX, advertisers will have access to Corus' high quality, targeted online audiences through an efficient transactional system that maximizes the use of available inventory," said Gerry Mackrell, Corus’ VP of TV sales, in the announcement. "This will allow Corus' sales team to focus on providing value-added, fully integrated on air and online solutions to our clients."
