TORONTO – CBC is making all of its digital display advertising inventory available programmatically in order to offer advertisers deep targeting combined with reach and scale.
The move makes CBC the first Canadian media publisher to make 100% percent of their display inventory available to private buyers through Index Exchange’s header tag technology. With access to a larger pool of inventory along with real time insights and optimization, marketers will deliver the right message, at the right time to the right audience, reads the news release.
“At CBC we’re in a fortunate position where we have an incredibly strong audience at scale,” said Jeff MacPherson, CBC’s director of monetization platforms and services, in the release. “With Index, we can now offer programmatic media partners visibility over all of our display inventory, increasing efficiency through greater reach in the safety of a private marketplace while still maintaining the guarantee of our direct business.”
CBC and Index Exchange launched a partnership in August 2013 and have worked together through the Canadian Premium Audience Exchange (CPAX). This campaign is the next step for CBC’s progression into programmatic advertising. For Index, CBC provides a new layer of inventory that is more beneficial for buyers who are seeing more traction on campaigns and stronger KPIs, continues the release.
