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CBC, Rogers, Shaw ready online advertising exchange

CBC/Radio-Canada, Rogers Media and Shaw Media are preparing to launch a new service called the Canadian Premium Audience Exchange on May 16. The exchange is a private real-time bidding exchange for online advertising inventory from the three companies. It will offer inventory from approximately 100 domains in English and French, reaching an audience of approximately 15 million Canadians. The three companies will maintain their individual sales operations, but a portion of each firm's ad inventory will go directly into the exchange for bidding. This inventory will be pooled into various channels across the three media companies. Participating agencies will have first access to bid on the inventory. The exchange will run on technology developed by AppNexus. "CPAX provides a brand safe environment that offers advertisers accurate targeting, transparency, cost efficiency and massive reach," said Jason Tafler, chief digital officer at Rogers Media. "With one bid, advertisers can access three distinct organizations' premium inventory at large scale for best value."

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