Bell is giving Canadian advertisers the option of managing TV and digital buys in a self-serve format by creating a new DSP with adtech company Xandr, a division of U.S. telco AT&T.

Powered by Xandr’s buying platform, Xandr Invest, the SAM DSP is Bell’s new omnichannel tool positioned to increase automation and leverage data for an easier media buying process. The platform, available to all advertisers and agency partners in Canada, will also be used by Bell Canada for its own programmatic advertising needs.

The partnership enhances Bell’s other Strategic Audience Management (SAM) tools, which identify insight and opportunity around audiences, providing advertisers with new capabilities to target potential customers on the right platforms.

The agreement also expands Bell and Xandr’s existing sell-side relationship, facilitating the flow of premium inventory from direct to programmatic channels through Xandr’s SSP, Xandr Monetize, which will be the preferred sell-side platform for Bell Private Marketplaces across programmatic inventory.