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Canadian Premium Audience Exchange to relaunch

The Toronto-based Canadian Premium Audience Exchange will relaunch this week with several new members and a new operating model. The exchange was launched in 2012 by CBC/Radio-Canada, Rogers Media and Shaw Media as a real-time bidding exchange for their online advertising inventory. Since its launch, Corus Entertainment, Cineplex, V and Télé-Québec have also joined the exchange. With this relauch, Quebecor Media, Channel Zero and Reader's Digest will also become members.

The exchange will also switch from an open marketplace to what it describes as an "exclusive model," by which only a limited set of certified buyers will have access. According to the organization, this move is intended to combat fraud and excessive arbitrage practices, as well as to address issues of transparency and privacy. The exchange plans to add additional buyers as its new guidelines become established. The new system will be based on technology from Casale Media of Toronto.

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