IPG’s data-driven marketing arm Kinesso has signed on to use a new Bell Media connected TV audience solution.

Kinesso will be the first agency to activate the offering, which allows advertisers to target connected TV audiences based on household demographics and interests.

Christy MacLeod, EVP of data and tech at Kinesso Canada, says the offering will provide “better overall audience targeting across the Bell ecosystem” through the use of connected TV data.

The new household audience solution adds to the capabilities of the Bell DSP, which launched in 2021 and allows advertisers to use Bell Media’s proprietary audience segments to target connected TV audiences with privacy compliant data through a self-serve platform. It also connects to Bell’s audience manager, which allows for the creating of custom audiences.

In March, Bell Media partnered with programmatic company MiQ on a new buying solution available exclusively through the Bell DSP that would combine both linear and connected TV data.