CPAX, a partnership of several leading publishers of premium digital content in Canada, is planning to relaunch in a few weeks with a new business model and partners, sources say.
CPAX, the Canadian Premium Audience Exchange, is a partnership of publishers which has included more than 100 titles at CBC, Rogers, Corus Entertainment, Cineplex, Shaw and others. Launched in 2012, it makes inventory available for real-time bidding.
The new CPAX will be a private marketplace for approved buyers only, according to sources close to the partnership. The market for programmatic, RTB and other automated buying and selling of digital ads has experienced dramatic growth in the past year and is expected to continue to grow on a variety of platforms including mobile, video, TV, out of home and radio.
The relaunch is expected to include new publishers and to run on a Casale Media platform. The current backbone for the exchange runs on technology from New York-based AppNexus. Casale is based in Toronto. Its vice-president of strategy, Andrew Casale, would not confirm his firm’s involvement. Rogers Media declined to comment.
