CBC, Rogers Media and Shaw Media form Canadian Premium Audience Exchange delivering private real-time bidding to Canadian advertisers
TORONTO, April 30, 2012 /CNW/ – In their ongoing efforts to deliver
targeted, best-in-class offerings to advertisers and users,
CBC/Radio-Canada, Rogers Media and Shaw Media have partnered to create
the Canadian Premium Audience Exchange (CPAX) – a private real-time
bidding exchange that provides valuable digital inventory from three of
Canada’s leading media companies.
Scheduled to launch May 16, CPAX provides buyers a central gateway to
premium Canadian digital advertising inventory across more than 100 top
domains in both English and French, reaching a valuable audience of
more than 15 million Canadians. CPAX allows advertisers one-stop
shopping to align their brands with a wide-ranging – and targeted –
audience, while users will receive advertisements that are most
relevant and of interest to them.
With CPAX, CBC/Radio-Canada, Rogers Media and Shaw Media will maintain
their unique, direct sales operations with a portion of their inventory
flowing directly into CPAX for bidding by private access buyers.
Inventory will be pooled amongst the three companies’ digital assets
enabling bids to be made against channels, providing efficiency for
advertising agencies not yet seen in the Canadian market. Agency
partners will have first access to bid on the inventory.
“Together with our partners, Shaw Media and Rogers Media, we are excited
to RTB-enable our premium Canadian digital inventory,” said Alan Dark,
Executive Director, CBC Revenue Group. “Through this innovative
initiative, we’re providing increased scale and efficiency for our key
advertising partners, and by working together with the agency
“CPAX provides a brand safe environment that offers advertisers accurate
targeting, transparency, cost efficiency, and massive reach,” said
Jason Tafler, Chief Digital Officer, Rogers Media. “With one bid,
advertisers can access three distinct organizations’ premium inventory
at large scale for best value.”
“This founding partnership of like-minded content providers establishes
CPAX as a ‘must-buy’ right out of the gate,” said Paul Burns, Vice
President, Digital Media, Shaw. “It’s a turnkey advertising solution
that the buying community can trust, and an unprecedented invitation to
access premium Canadian audiences online in a more efficient way.”
CPAX is powered by technology developed by AppNexus, the world-leader in
real-time advertising technology that serves the largest and most
innovative buyers and sellers of online advertising.
CBC/Radio-Canada is Canada’s national public broadcaster and one of its
largest cultural institutions. The Corporation is a leader in reaching
Canadians on new platforms and delivers a comprehensive range of radio,
television, Internet, and satellite-based services. Deeply rooted in
the regions, CBC/Radio-Canada is the only domestic broadcaster to offer
diverse regional and cultural perspectives in English, French and eight
Aboriginal languages, plus seven languages for international audiences.
About Rogers Media Inc.
Rogers Media Inc., a division of Rogers Communications (TSX: RCI; NYSE:
RCI), is a diversified leading Canadian media company that engages in
television and radio broadcasting, publishing, digital, and sports
entertainment. Rogers Broadcasting has 55 AM and FM radio stations
across Canada; television properties include five Citytv stations, five
OMNI multicultural television stations, Sportsnet (consisting of four
regional channels and the nationally-distributed Sportsnet ONE and
Sportsnet World), and The Shopping Channel, a televised and internet
shopping service. Rogers Publishing produces many well-known consumer
and online magazines, such as Maclean’s, Chatelaine, L’actualité,
Canadian Business, and is the leading publisher of a number of
industry, medical and financial publications. Rogers Media’s suite of
digital assets reaches 17 million unique visitors per month through
more than 1,000 premium owned + exclusive and extended network sites.
Rogers Media Inc. owns Rogers Centre stadium, a year-round sports and
entertainment facility, and the Toronto Blue Jays Baseball Club.
About Shaw Communications Inc.
Shaw is a diversified communications and media company, providing
consumers with broadband cable television, High-Speed Internet, Home
Phone, telecommunications services (through Shaw Business), satellite
direct-to-home services (through Shaw Direct) and engaging programming
content (through Shaw Media). Shaw serves 3.4 million customers,
through a reliable and extensive fibre network. Shaw Media operates one
of the largest conventional television networks in Canada, Global
Television, and 18 specialty networks including HGTV Canada, Food
Network Canada, History Television and Showcase. Shaw is traded on the
Toronto and New York stock exchanges and is included in the S&P/TSX 60
Index (Symbol: TSX – SJR.B, NYSE – SJR). For more information about
Shaw, please visit www.shaw.ca.