Astral, Cineplex join Canadian Premium Audience Exchange
Astral Media and Cineplex Entertainment have joined the Toronto-based Canadian Premium Audience Exchange, an online real-time bidding service for digital advertising inventory from participating companies. Other members of the organization include CBC/Radio-Canada, Shaw Media, Rogers Media, Corus, V and Télé-Québec. "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," 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 at Cineplex Media.