Bell Media has launched Bell DSP, its ad tech marketplace that leverages a previously-announced strategic partnership with advanced advertising technology company Xandr.

The programmatic marketplace, intended to facilitate easier media buying, allows advertisers to use first party data to activate Bell Media digital inventory, in addition to inventory on the open market across multiple formats including digital video, connected TV, and audio.

Bell DSP can be accessed via the Bell Marketing Platform, which brings together Bell Media’s suite of data-enabled products like SAM TV and Bell Analytics, with geo-demographic data from Environics. Advertising partners can also bring their own data, allowing for cross device targeting capabilities.

“With Bell DSP now available to the Canadian advertising community, our customers have the ability to directly access our data and inventory like never before,” said Perry MacDonald, VP, Advertising Sales and Partnerships, Bell Media, in a release. “Bell DSP allows Canadian advertisers to leverage the full strength of our first-party and third-party data – enabling customers to target the audiences they want – while pairing it with our own premium digital inventory, as well as inventory on the open market.”