Corus Entertainment joins Bell and Shaw in digital ad venture

Corus Entertainment Inc. announced today that it has joined the Canadian Premium Audience Exchange (CPAX), a new online, real-time bidding exchange service that provides advertisers and agencies with access to premium digital inventory.

Through CPAX, Corus has partnered with Shaw Media, Rogers Media and CBC/Radio-Canada to deliver targeted, best-in-class online advertising offerings to advertisers and users.

Corus’ participation in CPAX further enhances the service’s ability to provide the advertising community with an efficient and cost-effective means of reaching targeted audiences with premium inventory across leading Canadian brands.

With Corus’ powerful combination of online assets, including the women’s brands W Network, W Movies, Cosmopolitan TV and OWN: Oprah Winfrey Network (Canada); the family brands ABC Spark and CMT; and the kids’ brands YTV, Treehouse and Nickelodeon (Canada), advertisers will have greater access to brands that deliver sought-after audiences.

Through the four media companies, CPAX now provides buyers with a central gateway to premium Canadian digital advertising inventory across more than 150 top domains in both English and French, reaching a valuable audience of more than 16 million Canadians.

“With Corus joining CPAX, advertisers will have access to Corus’ high quality, targeted online audiences through an efficient transactional system that maximizes the use of available inventory,” says Gerry Mackrell, Vice President Sales, Television, Corus Entertainment. “This will allow Corus’ sales team to focus on providing value-added, fully integrated on air and online solutions to our clients.

With CPAX, each media company maintains their unique, direct sales operations with a portion of their inventory flowing directly into CPAX for bidding by private access buyers. Inventory is pooled amongst the four 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, the world-leader in real-time advertising technology that serves the largest and most innovative buyers and sellers of online advertising.

About the author