TC Media has officially launched its Canadian Programmatic Marketplace (CPM) to leverage the company’s English and French language advertising inventory in the rapidly growing real-time bidding and automated ad marketplace.
The company is positioning CPM as the “largest, fully transparent source of premium, brand-safe programmatic advertising inventory.” In launching the premium inventory marketplace, TC Media joins other publishers including The Globe and Mail‘s Private Exchange, Torstar Corp.’s Olive Media and the Canadian Premium Audience Exchange (CPAX), which is a joint private exchange operated by CBC/Radio-Canada, Rogers Media and Shaw Media.
TC Media said in a news release that CPM provides advertisers with access to digital display inventory across more than 95 premium content partners and more than 650 websites in real-time. Launched in March but announced Wednesday, it is delivering more than one billion monthly impressions to more than 14 million unique Canadian visitors, the firm said
Exclusive programmatic partners include TC Media, Livingly Media, Spin Media and Hockeybuzz along with more than 100 regional newspaper sites in English, French and Atlantic Canada.
“TC Media recognizes the importance of programmatic buying and has invested heavily in its team, technology, and partnerships,” Patrick Lauzon, TC Media’s senior vice-president of Interactive Marketing Solutions said. In May 2012, TC Media invested in this space when it acquired Canadian real-time bidding supply company Redux Media Inc.
“The Canadian Programmatic Marketplace was developed to be complementary to TC Media’s national sales offer, and advertisers will now benefit from a large portfolio of RTB enabled websites”, added Claude Cajolet, chief operating officer at Redux Media.
