Bell, Canada’s largest communications company, today announced a strategic alliance with advanced advertising technology company Xandr to leverage its world-leading platform to provide advertisers with an omnipresent platform. exclusive demand side channel (DSP).
Bell Media’s new product, branded SAM DSP and powered by Xandr’s buying platform, Xandr Invest, will allow Canadian advertisers to easily plan, execute and measure targeted campaigns at scale using a Top quality inventory across multiple platforms and channels.
“We are building a premier self-service platform for our advertising partners that brings together data assets and leading technologies,” said Nauby Jacob, senior vice president, product platforms for Bell Media. “Combined with our SAM platform, Xandr’s end-to-end technology delivers critical benefits and capabilities to advertisers. Using machine learning and our privacy-compliant data insights, this is an innovative approach that provides the efficiency, transparency, and reporting needed to maximize advertisers. linear and digital investments and deliver business results that matter. “
SAM DSP is a valuable enhancement to Bell Media’s Strategic Audience Management (SAM) suite of tools, which gives marketers and advertisers the ability to identify, understand and connect with the right audiences, enabling new capabilities to target potential customers on the right platforms. The alliance will offer increased automation features and leverage data to facilitate new, easier media buying capabilities. The platform, available to all advertisers and partner agencies in Canada, will also be operated by Bell Canada for its own programmatic advertising needs.
“Xandr advocates a collaborative approach to creating open platform solutions in high-end, large-scale markets around the world. We are delighted to work with Bell Media in our shared commitment to advance trust and transparency in advertising, while giving buyers the efficiency and reach they are looking for. ”said Mike Welch, executive vice president and general manager of Xandr.“ The SAM DSP from Bell is designed to meet the needs of specialists marketing by combining global expertise and local knowledge for advertising solutions that are not addressed in the market today. “
“By creating new opportunities for advertisers in the Canadian ecosystem, SAM DSP will become the premier destination for media planning, activation and measurement in a variety of formats and channels,” said Stewart Johnston, vice Senior President, Sales and Sports for Bell Media. “Bell Media is committed to making it easier for customers to do business with us, and that’s exactly what we’re doing with SAM DSP – dramatically increasing the ability of advertisers to get the most out of all of our data assets and of technology.
The agreement also provides for an expansion of the relationship between Bell Media and Xandr on the sales side, to enable greater scale, transparency and ease of use for buyers on the SAM DSP. As premium inventory moves from direct to programmatic channels, advertisers are moving from open marketplaces to private markets as they seek better and more reliable access to premium inventory. Bell Canada leverages Xandr’s sell-side platform (SSP), Xandr Monetize, as the preferred SSP for Bell private markets through programmatic inventory.
A business unit within AT&T, Xandr feeds a global premium advertising market. Our data-driven technology platform, encompassing Xandr Invest and Xandr Monetize, maximizes return on investment for buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience. More information on Xandr’s products and services is available at Xandr.com.
About Bell Media
Bell Media is Canada’s leading content creation company with world-class assets in television, radio, outdoor advertising, digital media and more. Bell Media owns 35 local television stations run by CTV, the top rated television network in Canada, and the French language network Noovo in Quebec; 27 specialty channels, including the main specialty services TSN and RDS. Bell Media is Canada’s largest broadcaster, with 215 music channels, including 109 licensed radio stations in 58 markets across the country, all part of the iHeartRadio brand and streaming service. Bell Media owns Astral, an outdoor advertising network with 50,000 faces in five provinces. A leader in the distribution of content in the country, Bell Media develops and operates websites, applications and online platforms for its news and entertainment brands; Crave, TSN Direct and RDS Direct video streaming services; and the multichannel Much Studios network. The Company owns a majority stake in Pinewood Toronto Studios and a minority stake in Grande Studios of Montreal; is a partner of Just for Laughs, the live-action comedy event and television producer; and jointly owns Dome Productions Partnership., one of the leading providers of production facilities in North America. Bell Media is proud of its role in promoting diversity and inclusion with equity seeking groups within the company and in Canada’s media industry. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. Learn more at BellMedia.ca.
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Patricia Garcia, [email protected], 416.302.9318
Caroline Smith [email protected], 917.446.3006