TORONTO – CBC/Radio-Canada, Rogers Media and Shaw Media are teaming up on a new venture that allows advertisers to bid for space on their respective digital advertising inventory in real-time.
Called the Canadian Premium Audience Exchange (CPAX), the gateway allows access to over 100 domains in both English and French, reaching an audience of more than 15 million Canadians. Scheduled to launch on May 16, CPAX allows advertisers one-stop shopping to reach a targeted audience, while users receive advertisements that are most relevant and of interest to them.
The three media companies will direct a portion of their inventory into CPAX but still maintain their own direct sales operations. Inventory will be pooled amongst the three companies' digital assets enabling bids to be made against channels, providing new efficiencies for buyers.
"Together with our partners, Shaw Media and Rogers Media, we are excited to RTB-enable our premium Canadian digital inventory," said Alan Dark, executive director of CBC Revenue Group, in the announcement. "Through this innovative initiative, we're providing increased scale and efficiency for our key advertising partners, and by working together with the agency community."
"CPAX provides a brand safe environment that offers advertisers accurate targeting, transparency, cost efficiency, and massive reach," said Jason Tafler, Rogers Media’s chief digital officer. "With one bid, advertisers can access three distinct organizations' premium inventory at large scale for best value."
"This founding partnership of like-minded content providers establishes CPAX as a 'must-buy' right out of the gate," added Paul Burns, Shaw’s VP of digital media. "It's a turnkey advertising solution that the buying community can trust, and an unprecedented invitation to access premium Canadian audiences online in a more efficient way."
