TORONTO and MONTREAL – The Canadian Premium Audience Exchange (CPAX) is re-launching and is adding three new partners.
Quebecor Media, Channel Zero and Reader's Digest have joined existing partners CBC/Radio-Canada, Rogers Media, Shaw Communications, Corus Entertainment, Cineplex, V and Télé-Québec. The bilingual real-time bidding exchange service allows each media company to maintain 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, and agency partners have first access to bid on the inventory.
According to the press release, the re-launch sees CPAX move from an open marketplace to an exclusive model, where a limited set of certified buyers are provided access. The intention is for the publishers within CPAX to collaborate closely with this first wave of buyers to set best practices pertaining to fraud, transparency, data, privacy and other issues currently affecting the emerging programmatic ecosystem.
Over time, CPAX will introduce more buyers, including direct marketers, media agencies, trading desks and programmatic vendors into the CPAX ecosystem as guidelines and best practices are established through collaboration with the early set of agencies.
Following a brief, voluntary ‘go dark’ period, CPAX is re-launching with a new platform, the Index Exchange, from the Canadian-based company Casale Media.
