Bell Marketing Platform Partners with The Trade Desk for Seamless Access to Premium Marketing Solutions
– The Bell Marketing Platform has been integrated into The Trade Desk, providing advertisers with seamless access to premium capabilities and greater addressability with Unified ID 2.0 – – Advertisers now have access to near real-time data on more than 22 million connections across more than 8 million Canadian households –
Key Tags: @BellMediaPR, @TheLede_CA
TORONTO (June 5, 2025) – Bell Media and The Trade Desk announced today that key tools from the Bell Marketing Platform (BMP) are now integrated into The Trade Desk’s Kokai platform. The integration provides advertisers with seamless access to Bell’s premium first-party data, custom audience-building capabilities, and, in the future, advanced measurement and analytics solutions.
“With this integration, we’re making it easier than ever for advertisers to activate Bell’s first-party data where they already buy media,” said Matt McGowan, SVP, Business Solutions at Bell Media. “It’s a major step forward in delivering smarter, more effective advertising across every screen.”
Fueled by Bell Audience Manager’s near real-time data tracking, the integration on The Trade Desk makes it easier for advertisers to leverage BMP tools and intelligence to optimize their campaigns. With more than 22 million customer connections across more than 8 million Canadian households, clients gain instant access to app and web activity, as well as detailed television consumption patterns, including programming, channels, and ad exposure, unlocking premier audience retargeting or suppression capabilities to drive results. Existing Environics Analytics capabilities further enhance audience segmentation, tapping into viewership and browsing information, potential interests, and geofencing, as well as demographic, household, and financial insights.
Bell Media will also support Unified ID 2.0 (UID2), pioneered by The Trade Desk to help advertisers target their audience with greater precision and addressability. A privacy-conscious identity solution, UID2 allows advertisers to reach precise Canadian audiences through Bell’s robust first-party data or each client’s own dataset, while being built for an omnichannel future. UID2 will be available across key inventory pieces, including Connected TV, with additional implementations in the future.
“Connected TV represents an entirely new opportunity for both advertisers and TV providers who are making incredible content,” said Will Doherty, SVP of Inventory Partnerships, The Trade Desk. “Bell is leading the way in market by leveraging innovations like Unified ID 2.0, as well as supporting the premium open internet. This marks a major advancement for buyers to buy some of the best content in Canada.”
Bell Attribution Insights will be coming soon to The Trade Desk. A powerful measurement solution, Bell Attribution Insights enables advertisers to track real-world outcomes, online lift, and cross-platform performance, while gaining actionable analytics results as they pertain to delivery, engagement, and audience impact, maximizing campaign returns on investment.
The partnership with The Trade Desk highlights Bell Media’s continued dedication to delivering exceptional value and innovative solutions for advertising partners.
About Bell Media
Bell Media is Canada’s leading media and entertainment company with a portfolio of assets in premium video, audio, out-of-home advertising, and digital media. This includes Canada’s most-watched television network, CTV; the largest Canadian-owned video streamer, Crave, with a premium add-on to include STARZ; a powerful suite of specialty channels; the most-trusted news brand, CTV News; Canada’s cross-platform sports leaders, TSN and RDS; leading out-of-home advertising network, Astral; Québec’s fast-growing conventional French-language network, Noovo; the country’s leading radio and podcast app, iHeartRadio Canada; and a range of award-winning original productions, brands, and services. As a content leader and partner in Sphere Media, Sphere Abacus, Montréal’s Grande Studios, and Dome Productions, one of North America’s leading production facilities providers, Bell Media is committed to keeping Canadians entertained and informed.
Bell Media also offers best-in-class technology, marketing, and analytics support through Bell Marketing Platform, an omnichannel self-serve platform which includes Bell Audience Manager, Strategic Audience Management (SAM), and Bell Attribution Insights, in addition to advanced advertising solutions, including Live Connected TV and ads on Crave. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. 1 Learn more at BellMedia.ca.
1 Based on total revenue and total combined customer connections.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.