Astral Media and Cineplex Entertainment have joined the Canadian Premium Audience Exchange (CPAX), expanding the ad inventory available on CPAX’s real time bidding system.
CPAX was launched in May 2012 by CBC/Radio-Canada, Shaw Media and Rogers Media to enable advertisers and agencies to buy digital inventory from the large Canadian media groups.
Stéphane Goyette, vice-president of Astral Digital, said in a release that his company is thrilled to take part in the “largest brand-safe environment in the country for real time bidding and programmatic buying.”
Partners in the exchange each continue to sell their own inventory, with part of their digital ad inventory also going directly into CPAX so that private access buyers can bid on it in real time. First access for bidding goes to agency partners.
CPAX’s premium inventory reaches audiences across the country – its reach is now more than 20 million unique Canadians monthly, according to the release – across Canadian brands in English and French.
Other groups that have joined CPAX since its launch include Corus, V and Télé-Québec.
