MiQ strikes programmatic deal with Bell as digital set to double traditional ad spend

Programmatic media partner MiQ has announced an exclusive partnership with Bell Media, to access its programmatic advertising marketplace, Bell DSP.

MiQ will leverage Bell DSP’s TV consumption insights and premium TV inventory to drive its Advanced TV product, as well as the company’s sustainability offering, which helps brands offset the carbon footprint emitted by their digital advertising campaigns.

“We’re laser focused on innovation and doubling down on data and content investments,” said Jason Furlano, SVP of Commercial, MiQ. “We’re excited to be partnering with Bell Media, Canada’s leading media company for all programmatic buys with access to rich, addressable inventory. With more fragmented screens than ever before, it’s imperative for marketers to future-proof their strategies by working with data-driven partners to help maximize performance and scale.”

“As the future of ad buying becomes digitized and more programmatic, Bell Media is offering solutions across the whole sphere for every Canadian advertiser,” said Brandon Moonrei, Director, DSP Partnerships & Client Strategy, Bell Media. “With the combination of our platforms and the expertise of our talent, we can transform the programmatic landscape. We’re excited for this partnership and look forward to working closely with the team at MiQ.”

MiQ released an intelligence report in May, in conjunction with eMarketer, predicting that the digital ad spend in Canada will be more than double that of traditional ad spending for the first time this year, accounting for 68.3% of the total ad market.

Headquartered in London, UK, MiQ has been staffing up in Canada as one of the company’s fastest-growing markets. Canada is among the highest digital ad spending nations, ranking fourth among the 30 countries included in eMarketer’s global forecasts, only eclipsed by China (81.5%), the UK (77.2%), and the U.S. (71.9%).

“In order to stay in lockstep with where Canadians are consuming their content, marketers should look to new, flexible inventory to help drive ROI and business goals, which is always the ultimate goal,” added Furlano.

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