Canadian broadcasters unite on streaming advertising

Michelle Clancy ©RapidTVNews | 30-04-2012

Canadian broadcasters Rogers Communications, Shaw Communications and CBC will partner together to sell online advertising via a bidding process.

The three, which between them operate 100+ Web sites, will offer targeting to advertisers based on consumer behaviour across the online properties, according to the Globe and Mail. For instance, a person that visits three different sportscasting Web sites is likely a sports fan; advertisers can be alerted to this and given the opportunity to submit a real-time bid to start placing ads within the Web sites that person surfs, within seconds of the transaction.

The Globe and Mail reports that the system doesn't use personal customer data--only the surfing history of a certain IP address, unlinked to a user profile.