Bell Media launches Bell DSP
Bell Media of Toronto has launched a new service called Bell DSP intended to provide programmatic media buying to advertisers on the company’s media properties. According to the company, the service uses privacy compliant first party data to segment its digital inventory, as well as the inventory on the open market across formats including digital video, connected televisions and audio. In addition, the service makes use of geographic and demographic data from Environics. Advertisers are also able to import their own data. The system was developed in collaboration with advertising technology company Xandr, a subsidiary of AT&T.
“With Bell DSP now available to the Canadian advertising community, our customers have the ability to directly access our data and inventory like never before,” said Perry MacDonald, vice-president of advertising sales and partnerships at Bell Media. “Bell DSP allows Canadian advertisers to leverage the full strength of our first-party and third-party data, enabling customers to target the audiences they want, while pairing it with our own premium digital inventory as well as inventory on the open market.”