Bell Media Launches Bell DSP, a New Ad-Tech Platform for Advertisers

TORONTO (Nov. 1, 2021) – Bell Media today announced the launch of Bell DSP, available now to Canadian advertisers and agencies, delivering a world class programmatic marketplace to facilitate new and easier media buying capabilities. Bell DSP allows the advertising community to leverage Bell’s privacy compliant first party data to discover and activate on Bell Media’s premium digital inventory, as well as the inventory on the open market across multiple formats including digital video, connected TV, and audio.

“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, VP, Advertising Sales and Partnerships, 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.”

Bell DSP delivers increased automation and discoverability to facilitate easier media buying – supported by a dedicated, Canadian sales, product, and support team. Leveraging best-in-class first-party and privacy-compliant data from Bell, combined with industry leading geo-demographic data from Environics, the platform also offers advertising partners the ability to bring their own data. With access to exclusive and premium inventory from Bell Media, Bell DSP allows for cross device targeting capabilities through device graph data, and direct segment push capabilities from Bell Analytics.

“Partnership rooted in collaboration to deliver a superior outcome for clients was the goal we all looked to achieve while working with the Bell DSP team; one we feel confident has been successfully achieved,” said Nikki Stone, Executive Vice President, Publicis Media. “The draw for us was ignited by the opportunity for enhanced client outcomes using Bell data, an exciting foray for Bell whom until now, had not shared the full capacity of their data with the market.”

“Bell DSP is a game-changer for Canadian advertisers, as it gives them the ability to transact seamlessly by using smarter data and machine learning, enabling greater efficiency, more impactful results, and ultimately, a better ROI,” said Brandon Moonrei, Director, DSP Partnerships & Client Strategy, Bell Media. “Alongside the self-serve platform, we understand that customers also require a dedicated team that understands their business, and delivers innovative and tailored solutions that meet their needs.”

The Bell DSP, powered by advanced advertising technology company Xandr, can be accessed through the Bell Marketing Platform, bringing together Bell Media’s suite of data-enabled products which also include SAM TV and Bell Analytics. The Bell Marketing Platform allows advertisers and agencies to identify, connect, and measure the audience they’re trying to reach across all mediums – in a single, unified experience. Launching soon, Bell Analytics leverages privacy compliant first party data to generate actionable insights to help customers plan and activate smart, integrated campaigns that deliver measurable business results.

Bell DSP is the result of the strategic alliance announced earlier this year between Bell, Canada’s largest communications company, and advanced advertising technology company Xandr.