The Canadian Premium Audience Exchange (CPAX), the online, real-time bidding exchange service that provides advertisers and agencies with access to premium digital inventory, has announced the addition of two new companies this week – Astral Media and Cineplex Entertainment. They are joining founding partners, CBC, Shaw Media, Rogers Media as well, Corus, V and Télé-Québec are also part of initiative.
“Strategically, CPAX makes a lot of sense for Astral’s digital inventory as you have a group of like minded premium publishers committed to this space in Canada. We are thrilled to be joining the largest brand safe environment in the country for real time bidding and programmatic buying,” said Stéphane Goyette, Vice-President of Astral Digital.
“Cineplex’s core entertainment audience is a natural fit with the CPAX entertainment channel,” said Lori Legault, Senior Vice President of Sales, Cineplex Media. “As a proud Canadian company that is looking to continually evolve our digital presence in the marketplace, CPAX provides the ideal vehicle for us to do so.”
While the companies collaborate under the umbrella of CPAX, each media company maintains their direct sales operations with a portion of their inventory flowing directly into CPAX for bidding by private access buyers. Inventory is pooled amongst the companies’ digital assets, enabling buyers to bid specifically on inventory targeted to their demographic. Agency partners have first access to bid on the inventory. CPAX launched in May 2012, and is powered by technology developed by AppNexus.