CBC goes all-in on programmatic

The pubcaster is making all of its display inventory available through programmatic buying in partnership with Index Exchange.
Copied from Playback - Copied from Media in Canada - Copied from Playback - Copied from Media in Canada - CBC

The CBC is going all-in on programmatic, announcing that all of its display inventory will be available through Index Exchange’s private marketplace.

The announcement marks the first time a Canadian company has made 100% of its display inventory available through Index Exchange’s header tag technology. Inventory will still also be available through the traditional model, but buyers will have the option of using programamtic as well.

The CBC reached an average of 11 million unique visitors across its platforms between April and June, according to comScore Multi-Platform data provided by the pubcaster.

CBC and Index Exchange (formerly known as Casale Media), first partnered in August 2013, and have worked together through the Canadian Premium Audience Exchange (CPAX).

Today’s announcement follows another digital partnership for the pubcaster late last month, announcing a deal with MCN Fullscreen to create the CBC|Fullscreen Creator Network.