CBC Makes All Display Inventory Available Through Programmatic Buying

100% of CBC.ca Inventory is Available to Private Buyers via Index Exchange Header Tag

CBC announced that in cooperation with Index Exchange, the principled exchange for publishers, it has made all of its digital display advertising inventory available programmatically. This makes CBC the first Canadian media publisher to make 100 percent of their display inventory available for purchase through Index Exchange’s header tag technology. CBC’s decision, which applies only to their private marketplace, offers advertisers deep targeting combined with reach and scale.

This move was inspired by a desire to provide CBC’s partners with smarter advertising. With access to a larger pool of inventory along with real time insights and optimization, marketers will deliver the right message, at the right time to the right audience.  On average each month, CBC.ca reaches 11 MILLION Unique Visitors, 37% of the total digital population.

“At CBC we’re in a fortunate position where we have an incredibly strong audience at scale,” said Jeff MacPherson, Director, Monetization Platforms and Services for CBC. “With Index, we can now offer programmatic media partners visibility over all of our display inventory, increasing efficiency through greater reach in the safety of a private marketplace while still maintaining the guarantee of our direct business.”

CBC and Index Exchange launched a partnership in August 2013 and have worked together closely through the Canadian Premium Audience Exchange (CPAX). This campaign is the next step for CBC’s progression into programmatic advertising. For Index, CBC provides a new layer of inventory that is more beneficial for buyers who are seeing more traction on campaigns and stronger KPIs.

“We partnered with CBC two years ago, at a pivotal time when they were looking to grow their programmatic business,” said Brad Jeffrey, Senior Director, Strategic Partnerships – Canada, for Index Exchange. “Starting from zero they have grown a thriving private marketplace over the last few years. And by now enabling all of their inventory programmatically, CBC is making a significant statement in the market that they have invested to make their inventory universally accessible to marketers, however they choose to buy media.”

“Combining Eyereturn’s proprietary DMP (Data Management Platform) and new, first look visibility into CBC’s entire high quality audience creates more effective targeting at a greater scale, allowing our clients to reach more Canadian consumers in a safe environment,”said Renee Hill, President and Co-CEO of EyeReturn Marketing. “As a long term partner of CBC, bringing enterprise class data decisioning to their inventory fulfills the promise of programmatic advertising.”

About CBC/Radio-Canada

CBC/Radio-Canada is Canada’s national public broadcaster and one of its largest cultural institutions. The Corporation is a leader in reaching Canadians on new platforms and delivers a comprehensive range of radio, television, internet, and satellite-based services. Deeply rooted in the regions, CBC/Radio-Canada is the only domestic broadcaster to offer diverse regional and cultural perspectives in English, French and eight Aboriginal languages.

A space for us all is CBC/Radio-Canada’s new strategy to modernize the public broadcaster and ensure that it continues to fulfill its mandate for Canadians and for future generations. Through to 2020, it will increase its investment in prime time television programming, and continue to create radio programs of the highest quality, while promoting the development of digital and mobile platforms and content.

For more information including series synopses, press releases, hi-res images, video clips and bios, please visit the CBC Media Centre at cbc.ca/mediacentre. Follow CBC’s publicity team on Twitter @CBC_Publicity.

About Index Exchange

Index Exchange (www.indexexchange.com) is the principled exchange for publishers. The people behind Index engineer the best technology to create a neutral, transparent exchange that enables digital publishers and suppliers to sell their ad impressions in real time, and gives them the data, knowledge and context they need to understand and act.

(source: comScore, Multi-Platform, Total Canada, 3 mo. Avg. Apr – June 2015).