TORONTO – With the addition of Astral Media and Cineplex Entertainment, the Canadian Premium Audience Exchange (CPAX), now reaches more than 20 Million unique Canadians monthly. They join founding partners CBC/Radio-Canada, Shaw Media, Rogers Media as well as Corus, V and Télé-Québec in the initiative.
The online, real-time bidding exchange service provides advertisers and agencies with access to premium digital inventory. Nationally CPAX says it offers an efficient and cost-effective means of reaching targeted audiences with premium inventory across leading Canadian brands in both English and French, a reach that now exceeds more than 20 million Canadians.
"Strategically, CPAX makes a lot of sense for Astral's digital inventory as you have a group of like minded premium publishers committed to this space in Canada. We are thrilled to be joining the largest brand safe environment in the country for real time bidding and programmatic buying," said Stéphane Goyette, vice-president of Astral Digital.
"Cineplex's core entertainment audience is a natural fit with the CPAX entertainment channel," said Lori Legault, senior vice president of sales, Cineplex Media. "As a proud Canadian company that is looking to continually evolve our digital presence in the marketplace, CPAX provides the ideal vehicle for us to do so."
Under CPAX 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 companies' digital assets, enabling buyers to bid specifically on inventory targeted to their demographic. Agency partners have first access to bid on the inventory. CPAX launched in May 2012, and is powered by technology developed by AppNexus.
