By Evan DeSimone
The Canadian Broadcasting Company has announced that it will make its entire display inventory available for programmatic ad buying through a partnership with Index Exchange.
The move makes the public broadcaster the first Canadian media publisher to go 100% programmatic with their content offerings. The CBS will use Index Exchange’s header tag technology to provide advertising partners with deep targeting in combination with reach and scale.
On average each month, CBC.ca reaches approximately 11 million visitors. That figure equates to roughly 37% of the total Canadian digital population. The move to programmatic makes that total audience available to advertisers in real time, with targeting insights that will allow for a more efficient allocation of ad content. CBC and Index Exchange first partnered in August 2013 and have continued to work together through the Canadian Premium Audience Exchange.
The move comes as the CBC is rethinking its approach to digital . The broadcaster recently launched another substantive partnership with multi-channel network Fullscreen. Together, the two will build a regionalized multi-channel network to help the CBC connect and develop local digital content creators.