TC Media launches ad buying site Canadian Programmatic Marketplace (CPM)

TC Media has launched an online marketplace for programmatic buying of advertising on a wide range of websites, principally its own. The Canadian Programmatic Marketplace (www.cpm.tc) means that advertisers can access a large portfolio of digital display advertising through real-time bidding. 

The inventory of ads is from more than 95 premium content partnres and more than 650 websites. Partners include TC Media, Livingly Media, Spin Media and Hockeybuzz along with more than 100 regional newspaper sites in English, French and Atlantic Canada. Even before the launch, the CPM is already delivering over 1 billion monthly impressions to more than 14 million unique Canadian visitors, the company says.

Advertisers will, of course, still have access to traditional advertising and direct sales. The new arrangement makes available premium websites such as canadianliving.ca, ellecanada.com, hockeybuzz.com, stylebistro.com, and spin.com, as well as French properties like ellequebec.com and coupdepouce.com in a 100% programmatic environment” says Patrick Lauzon, senior vice-president of interactive marketing solutions at TC Media.

"TC Media recognizes the importance of programmatic buying and has invested heavily in its team, technology, and partnerships“ [he] says. "This investment includes TC Media’s acquisition of Canadian real-time bidding supply company Redux Media Inc. in May 2012. The Canadian Programmatic Marketplace provides Canada’s only fully transparent, brand safe programmatic environment and can offer advertisers the largest reach of RTB enabled display, video and mobile inventory in Canada, setting the bar in terms of premium programmatic”.