Bell And @xandr Launch SAM Demand Side Platform

Tristan Cotterill

Bell Media, part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company has announced a strategic alliance with Xandr to 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.

Nauby Jacob, Senior VP, Product Platforms for Bell Media said “We are building a best-in-class self-serve platform for our advertising partners that brings together industry-leading data assets and technology. 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.”

We are told that the 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.

Mike Welch, EVP & GM of Xandr said “Xandr champions a collaborative approach to creating open platform solutions in scaled, premium marketplaces around the world. We’re thrilled to work with Bell Media in our shared commitment to advancing trust and transparency in advertising, while giving buyers the effectiveness and reach they seek. 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.”

The agreement also sees an expansion of Bell Media and Xandr’s relationship on the sell-side, to enable greater scale, transparency and ease-of-use for buyers on the SAM DSP. As more premium inventory moves from direct channels to programmatic channels, advertisers are moving from open exchanges to private marketplaces as they look for better and more reliable access to premium inventory. Bell Canada is leveraging Xandr’s sell-side platform (SSP), Xandr Monetize, as a preferred SSP for Bell Private Marketplaces across programmatic inventory.

Stewart Johnston, Senior VP, Sales & Sports for Bell Media was quoted as saying “By creating new opportunities for advertisers in the Canadian ecosystem, SAM DSP will become the premier destination for planning, activating and measuring media across a variety of formats and channels. Bell Media is committed to making it easier for customers to do business with us, and with SAM DSP we’re doing just that – significantly increasing the ability of advertisers to achieve maximum value from all our data and technology assets.”

Xandr is a business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest and Xandr Monetize, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.

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