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Bell Media launches private programmatic market
By Adnews Staff
Bell Media has formed an agreement with Index Exchange of New York to launch a private programmatic advertising marketplace. The service will sell advertising on various Bell Media properties, including digital display and video inventory, using a real-time bidding and programmatic reserve process. The service is intended to help marketers apply data and automation to the purchase of media inventory. According to the company, 10 Canadian media buying companies have already connected to the service.
"Our move to embrace programmatic comes at a time when advertisers are increasingly demanding premium content for their programmatic buys," said Stuart Garvie, president of Bell Media Sales. "In the early days of programmatic buying, the focus was on technology at the expense of quality inventory. Today, with our private, premium marketplace, we are pleased to marry top-tier programmatic technology with the high-quality, fraud-free display and video inventory that our advertisers expect and deserve."