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Bell Media, Xandr form new agreement

Bell Media of Toronto has formed an agreement with marketing technology company Xandr. Via this agreement, Bell will use Xandr’s technology to launch a self-service demand-side media buying system for advertisers. Users of the system, called SAM DSP, will be able to plan, run and measure ad campaigns using inventory spanning multiple Bell Media properties. Xandr is a division of AT&T.

“We are building a best-in-class self-serve platform for our advertising partners that brings together industry-leading data assets and technology,” said Nauby Jacob, senior vice-pesident of product platforms at Bell Media. “Combined with our SAM platform, Xandr’s end-to-end technology offers critical benefits and capabilities to advertisers. Employing machine learning and our privacy-compliant data insights, it’s an innovative approach that provides the efficiency, transparency and reporting required to maximize advertisers’ linear and digital investments and achieve business outcomes that matter.”

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