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Corus to develop programmatic ad buying system

Corus Entertainment of Toronto has signed an agreement with Visible World of New York to develop a programmatic television advertising sales system. Corus claims it will be the first Canadian broadcaster to commit to bringing programmatic TV advertising capabilities to linear television. The system will allow advertisers to optimize their campaigns by providing more control over planning, execution and reporting. It will also offer Numeris ratings numbers, aggregate anonymized data and audience segmentation information.

"Through our Next Generation Advertising offering, we are delivering superior results to our advertisers by leveraging advancements in data and technology," said Greg McLelland, executive vice-president and chief revenue officer at Corus. "Bringing programmatic capabilities to television will not only streamline the buying process across platforms, it will also enable advertisers to gain new insights into audiences to optimize their media buy. Ultimately our goal is to have a Canadian programmatic solution that offers access to Corus' full television inventory. We look forward to working with our clients and conducting ongoing industry consultations to ensure that we are continuously improving the functionality of the platform and exceeding the needs of the advertising community."

Visible World is a division of Comcast.

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