After a top management reshuffle, Bell Media has made a big shift in its ad tech strategy by partnering up with ad analytics platform, Moat. Bell declined to use programmatic channels for 2012 unlike its competitors, Roger and Shaw, who began selling off remnant inventory programmatically back in years. The big drive for Bell is the demand from Canadian advertisers to access premium inventory through private marketplaces. Audience targeting has become the main selling point in ad tech for Canadian advertisers. As programmatic ad fraud has been a big problem for Bell, they have made efforts to scout out spoofs and introduced ad screening for potential tech partners.
After a top management reshuffle, Bell Media has made a big shift in its ad tech strategy by partnering up with ad analytics platform, Moat. Bell declined to use programmatic channels for years unlike its competitors, Roger and Shaw, who began selling off remnant inventory programmatically back in 2012. The big drive for Bell is the demand from Canadian advertisers to access premium inventory through private marketplaces. Audience targeting has become the main selling point in ad tech for Canadian advertisers. As programmatic ad fraud has been a big problem for Bell, they have made efforts to scout out spoofs and introduced ad screening for potential tech partners.