TORONTO — Bell Media announced today the launch of Bell DSP (demand-side platform), available now to Canadian advertisers and agencies.
Bell DSP provides a programmatic marketplace “to facilitate new and easier media buying capabilities” and allows the advertising community “to leverage Bell’s privacy compliant first party data to discover and activate on Bell Media’s premium digital inventory, as well as the inventory on the open market across multiple formats including digital video, connected TV, and audio,” reads a press release.
Bell DSP “delivers increased automation and discoverability to facilitate easier media buying — supported by a dedicated, Canadian sales, product and support team,” the release says. In addition to leveraging Bell’s first-party data, combined with geo-demographic data from Environics, the self-serve Bell DSP platform lets advertising partners bring their own data.
“Bell DSP is a game-changer for Canadian advertisers, as it gives them the ability to transact seamlessly by using smarter data and machine learning, enabling greater efficiency, more impactful results, and ultimately, a better ROI,” said Brandon Moonrei, director of DSP partnerships and client strategy for Bell Media, in the release.
“Alongside the self-serve platform, we understand that customers also require a dedicated team that understands their business, and delivers innovative and tailored solutions that meet their needs,” Moonrei said.
“Partnership rooted in collaboration to deliver a superior outcome for clients was the goal we all looked to achieve while working with the Bell DSP team; one we feel confident has been successfully achieved,” said Nikki Stone, executive vice-president of advertising agency Publicis Media.
“The draw for us was ignited by the opportunity for enhanced client outcomes using Bell data, an exciting foray for Bell whom until now, had not shared the full capacity of their data with the market.”
The Bell DSP platform is the result of a strategic partnership announced earlier this year between Bell Media and advanced advertising technology company Xandr, a business unit within AT&T.
Bell DSP is powered by Xandr’s ad buying platform and can be accessed through the Bell Marketing Platform, which brings together Bell Media’s suite of data-enabled products that also include SAM TV and Bell Analytics. (According to the press release, Bell Analytics will launch soon.)
For more, please click here.
