The real-time bidding exchange service recently formed by Shaw Media, Rogers Media and CBC/Radio-Canada has a new partner: Corus Entertainment.
Corus announced Tuesday that it has joined the service, dubbed the Canadian Premium Audience Exchange (CPAX). The online exchange service gives access to targeted premium digital inventory for advertisers and agencies, across more than 150 top English and French domains. Those domains reach a total of more than 16 million Canadians.
Corus’ addition to the exchange will strengthen the CPAX offering in terms of reaching families, women and kids. Corus assets range from W Network to Cosmopolitan TV to ABC Spark to YTV and Treehouse.
Gerry Mackrell, vice-president sales, television at Corus Entertainment, called CPAX “an efficient transactional system that maximizes the use of available inventory” in a release, adding that it will allow Corus’ sales team to focus on providing “value-added, fully integrated on air and online solutions” to its clients.
CPAX works in such a way that each of its four partners keeps their own direct sales operations and part of their own inventory goes directly into the real-time bidding exchange service so that private access buyers can bid on it.
The pooled digital inventory allows buyers to focus bids on inventory that targets their demographic, with agency partners getting first dibs on the inventory.
Real-time bidding is one of the hottest topics in media in 2012. Click here for a special roundtable discussion with some of the leading players in this space as they explain why RTB is worth the hype and where it goes from here.
| This special roundtable discussion with some of the leading players in the space explains why RTB is worth the hype and where it goes from here. |
