Canadian Premium Audience Exchange: eBay for Advertisers

[jon]

CBC, Rogers Media and Shaw Media form Canadian Premium Audience Exchange delivering private real-time bidding to Canadian advertisers
Canada NewsWire

TORONTO, April 30, 2012 /CNW/ - In their ongoing efforts to deliver targeted, best-in-class offerings to advertisers and users, CBC/Radio-Canada, Rogers Media and Shaw Media have partnered to create the Canadian Premium Audience Exchange (CPAX) - a private real-time bidding exchange that provides valuable digital inventory from three of Canada's leading media companies.

Scheduled to launch May 16, CPAX provides buyers a central gateway to premium Canadian digital advertising inventory across more than 100 top domains in both English and French, reaching a valuable audience of more than 15 million Canadians. CPAX allows advertisers one-stop shopping to align their brands with a wide-ranging - and targeted - audience, while users will receive advertisements that are most relevant and of interest to them.

With CPAX, CBC/Radio-Canada, Rogers Media and Shaw Media will maintain their unique, direct sales operations with a portion of their inventory flowing directly into CPAX for bidding by private access buyers. Inventory will be pooled amongst the three companies' digital assets enabling bids to be made against channels, providing efficiency for advertising agencies not yet seen in the Canadian market. Agency partners will have first access to bid on the inventory.

"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, CBC Revenue Group. "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, Chief Digital Officer, Rogers Media. "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," said Paul Burns, Vice President, Digital Media, Shaw. "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."

CPAX is powered by technology developed by AppNexus, the world-leader in real-time advertising technology that serves the largest and most innovative buyers and sellers of online advertising.

[Paul P]

Lots of words there but I still can't figure out what they're going to be doing or how.