DAILY NEWS Feb 6, 2013 11:57 AM - 0 comments

Astral Media Joins Canadian Premium Audience Exchange

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The Canadian Premium Audience Exchange, the online, real-time bidding exchange service that provides advertisers and agencies with access to premium digital inventory, is pleased to announce that Astral Media has joined CPAX. Astral joins founding partners CBC/Radio-Canada, Shaw Media, Rogers Media as well as Corus, V and Télé-Québec in the initiative.

Nationally CPAX offers an efficient and cost-effective means of reaching targeted audiences with premium inventory across leading Canadian brands in both English and French, a reach that now exceeds more than 20 million Canadians.

"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. We are thrilled to be joining the largest brand safe environment in the country for real time bidding and programmatic buying," said Stéphane Goyette, vice-president of Astral Digital.

 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 companies' digital assets, enabling buyers to bid specifically on inventory targeted to their demographic. Agency partners have first access to bid on the inventory. 

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