• by Tyler Loechner  @mp_tyler, April 29, 2013

WPP's Xaxis today announced the launch of Xaxis Premium in the Canadian market. Xaxis Premium offers advertisers preferred access to inventory on the Canadian Premium Audience Exchange (CPAX), a real-time bidding exchange comprised of some of Canada's largest media owners.

According to the release, the preferred access to CPAX inventory allows advertisers to "consistently and reliably buy the most valuable placements in the system, such as homepages and above-the-fold" inventory. The offering attempts to eliminate the "race to the bottom" stigma by allowing advertisers to run premium programmatic campaigns.

"When we launched CPAX, we made a commitment to work closely with the agency community to help shape the RTB space in Canada," stated Alan Dark, general manager at CBC Revenue Group. CBC's Radio-Canada is a participating CPAX publisher. Dark added that CPAX is "contributing to the continued growth of premium, brand safe RTB and programmatic buying in Canada."

CPAX publishers include CBC/Radio-Canada, Shaw Media, Rogers Media, Corus Entertainment, V, Télé-Québec, Astral Media, and Cineplex Entertainment.