Bell, Canada’s largest communications company, recently announced a strategic alliance with advertising tech firm Xandr to leverage its world-leading platform to deliver a proprietary omni-channel demand-side platform (DSP) for advertisers.
The new Bell Media product, branded SAM DSP and powered by Xandr’s buying platform, Xandr Invest, will enable Canadian advertisers to easily plan, run and measure scaled, targeted campaigns using premium inventory over multiple platforms and channels.
SAM DSP is a valuable enhancement to Bell Media’s Strategic Audience Management (SAM) suite of data-enabled tools, which offers 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 deliver increased automation functionalities and leverage data to facilitate new and easier media buying capabilities.
The platform, available to all advertisers and agency partners in Canada, will also be leveraged by Bell Canada for its own programmatic advertising needs.
Nauby Jacob, Senior VP, Product Platforms for Bell Media
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.
Mike Welch, EVP & GM of Xandr
Bell’s SAM DSP is designed to meet the needs of marketers by combining global expertise and local knowledge for advertising solutions that are not being addressed in the market today.
