Canada’s Premium Audience Exchange (CPAX), the programmatic exchange operated by 20 of Canada’s largest media companies, has revealed a snapshop of the brands and buyers spending the most on its offerings.
The unveiling is part of CPAX’s efforts to make its service, and programmatic buying in general, more transparent.
On a new portion of its website, the exchange has made public the top 10 buyers for both the English and French markets, along with the top 10 English and French brands, with monthly snapshots going back to February 2016.
“Index Exchange is fully committed to growing the level of transparency that exists in programmatic today,” said Andrew Casale, CPAX’s president and CEO, in a release. “A higher level of transparency facilitates a more mature buying framework, where trust permeates the entire ecosystem. This is an important step towards the ultimate goal of full marketplace transparency.”
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Accuen, Eyereturn Marketing and Amnet have been the top three buyers for the English market for all three measured months, while Tink jumps into the French top three for February and March.
In a press release, Eyereturn’s CEO Renee Hill said the company is “proud” to have been a part of CPAX. “We share the same values and ideals around what premium inventory is, the importance of promoting transparency, and where Canadian media dollars should be spent. We’ve been able to successfully leverage CPAX to continually yield strong results that our clients have come to expect.”
Among brands, Hyundai, Scotiabank, Canadian Tire and Honda are among the most prolific CPAX users, with Subaru and PepsiCo also appearing regularly.
Since it remodelled its business in 2014 and took on a number of new publishing partners, CPAX has built a strong reputation as a quality exchange. Reports show it delivers a remarkably high percentage of human viewers in its audience figures (rare in an industry troubled by bots and artificially bolstered audience statistics).
