SOURCE: Index Exchange

Index Exchange

May 19, 2016 09:00 ET

CPAX to Provide Transparency of Brands in Its Ecosystem

Premium Exchange Takes the Next Step Towards Transparency in the Programmatic Environment

TORONTO, ON--(Marketwired - May 19, 2016) - Canada's Premium Audience Exchange (CPAX), the programmatic exchange service operated by twenty of Canada's leading media companies of premium digital content including the CBC, Rogers Media and Corus Entertainment, today released its top programmatic buyer rankings for the first time. The rankings appear on a newly launched section of the CPAX website (http://www.cpaxrtb.ca/), and will be updated monthly to reveal the top ten brands and buyers in Canada based on their activity on the exchange.

Relaunched in 2014 to provide more exclusivity for buyers, CPAX is powered by Index Exchange, a neutral and transparent exchange layer that enables leading publishers to sell their ad impressions in real-time.

While programmatic advertising has delivered on its promise to automate the ad buying process, opacity around who is conducting those transactions and to what degree is still a concern for many marketers. CPAX strives to address opacity in the market by showcasing which brands are putting their programmatic media dollars into safe, premium environments.

"Index Exchange is fully committed to growing the level of transparency that exists in programmatic today," said Andrew Casale, President & CEO of Index Exchange. "A higher level of transparency facilitates a more mature buying framework, where trust permeates the entire ecosystem. This is an important step towards the ultimate goal of full marketplace transparency."

The CPAX top programmatic buyer rankings are also meant to address confusion that still exists in the market. Until this point, CPAX could theoretically field inquiries from marketers who expected that a significant percentage of their money was going into CPAX environments, when in reality it wasn't, due to vendors misrepresenting where media dollars were going. Now everything is published in a clear and measured way, revealing not only who's in the top rankings, but also who isn't.

"Eyereturn is proud to have been a contributor and collaborator with CPAX, we share the same values and ideals around what premium inventory is, the importance of promoting transparency, and where Canadian media dollars should be spent," says Renee Hill, CEO, Eyereturn Marketing. "We've been able to successfully leverage CPAX to continually yield strong results that our clients have come to expect."

CPAX is coming up on its second anniversary since its re-launch in 2014. Not only has the CPAX marketplace continued to grow since that time, it has also remained a top channel of spend for buyers and remains committed to a premium environment that solves the brand investment issues that plague the programmatic media space.

About CPAX
The Canadian Premium Audience Exchange (CPAX) is the premier access point to top tier real time English and French digital inventory in Canada. Established by key publishers: CBC/Radio-Canada, Rogers, and Corus Entertainment in 2011, its automated platform delivers scalable reach and granular targeting from one convenient touch-point and now includes 20 member publishers across the Canadian ecosystem. Its 100% premium environment solves the brand investment issues that plague the programmatic media space.

About Index Exchange
Index Exchange (www.indexexchange.com) provides a neutral, transparent exchange layer that enables leading publishers and suppliers to sell their ad impressions in real-time. Formerly known as Casale Media, Index equips enterprise-level sellers with custom-architected solutions, fully transparent sell-side management technology, and access to the latest in technical knowhow for programmatic demand while still ensuring the highest in brand-safe creative standards by ensuring humans-level review for all proposed campaigns.