Rogers Media, others team up to create online exchange to sell ads

Three Canadian media giants are teaming up to create an online exchange that will allow advertisers to bid in real time on advertising space on their websites.

Rogers Media, CBC/Radio-Canada and Shaw Media are about to launch the Canadian Premium Audience Exchange (CPAX), which will provide advertisers a gateway to 100 of their websites – in both English and French –  reaching more than 15 million Canadians. The exchange will debut May 16.

“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,” the partners said in a release.

“There’s been a huge shift in the advertising market from buying websites to buying audiences,” Jason Tafler, Rogers Media’s chief digital officer told the Globe and Mail.

“Instead of buying a website and reaching everyone who goes to that site, this allows an automotive company to say they only want to reach men [or women] of a certain age,” he said.

Inventory will be pooled amongst the three companies’ digital assets enabling bids to be made against channels, such as news and sports. Agency partners will have first access to bid on the inventory, the companies said.

Rogers Media is the parent of Citytv and CityNews.ca.

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