Quebecor, Channel Zero and Reader’s Digest join CPAX

New members join CBC/SRC, Rogers Media, Shaw Communications, Corus Entertainment, Cineplex, V and Tele-Quebec

The Canadian Premium Audience Exchange, a real-time advertising exchange founded by a coalition of Canadian publishers, is relaunching this week on a new platform, with a new mandate and a few new members.

Joining the ranks will be Quebecor Media, Channel Zero and Reader’s Digest. The three companies will add their media properties’ ad inventory to the exchange, where buyers will be able to purchase impressions via programmatic real-time bidding. The newcomers join CBC/SRC, Rogers Media, Shaw Communications, Corus Entertainment, Cineplex, V and Tele-Quebec.

Notably absent is Bell Media, which has so far abstained from selling its ad inventory programmatically. Other major Canadian web publishers, like Torstar, TC Media and The Globe and Mail, have chosen to go it alone, and developed their own private exchanges.

However, CPAX’s founding member organizations have hinted that other new membership announcements may be on the way.

CPAX, launched in 2012, voluntarily went dark this month to make the switch to Casale’s Index Exchange platform. Initially an open exchange where anyone could buy inventory, the new CPAX 2.0 will be an exclusive exchange, where buyers must be certified to have access. CPAX has also said it will make a stronger push to promote its premium English and French inventory to Canadian advertisers.

Advantage Articles

AutoUpdate: Gannett ads get in your face, just like TV

Plus, slide and skip ads from Israel and Facebook targets based on strength of cellphone signal

For marketers, it’s all about cross-platform: report

Consumers are devouring content across devices, though measurement still has a long way to go

Don’t let your brand be a turkey this holiday season

SPONSORED: Exchange Lab's Nikki Hawke on engaging your consumers online

AutoUpdate: Amazon (not Google) buys Twitch for $970 million

And Yahoo launches a content recommendation widget

PCG building content marketing engine with government grant

New platform to help marketers improve their social and content marketing campaigns as they go

Canadian advertisers spent 62% more on mobile RTB in Q2: Smaato

Canada is the third-largest market represented on the Smaato Ad Exchange

Is Native The Future of Display Advertising?

SPONSORED CONTENT: Olive Media's Shannan LaMorre on a growing marketing arena