Bell Media rolls out data-enabled TV sales tool to advertisers

TORONTO – Bell Media has launched a new tool for advertisers and agencies that it says can identify specific audiences for targeted media campaigns.Launching with segments powered by NLogic data, the Strategic Audience Management (SAM) sales enhancement tool boosts the efficacy of a traditional television buy by offering advertisers the opportunity to access more granular targeting to reach specific audiences, reads the news release. Future plans for SAM will also include layering in first party data.With each custom buy, SAM measures household, behavioural, and TV viewing data to identify high-indexing TV audiences. It then uses this data to maximize inventory...