TORONTO (December 3, 2025) – Bell Media and Loblaw Advance™ have introduced a first-to-market, closed-loop measurement solution for video advertisers, covering linear TV and Connected TV. Announced at the IAB Report on Data in Toronto, Ont., the joint offering delivers comprehensive, privacy-compliant measurement, combining Bell Media’s premium inventory and robust first-party data with extensive point-of-sale insights from Loblaw Advance™. 

Using Environics Analytics secure privacy-compliant clean room environment, Bell Media’s audience exposure data is matched with purchase data from Loblaw Advance™. This process ensures data integrity and consumer privacy while delivering actionable insights. Advertisers can also enhance their media buys by adding an outcomes report, providing a clear connection between campaign exposure and verified purchase behaviour. 

The service is available now for advertisers buying Bell Media’s Linear TV and select Connected TV inventory and will expand to all Connected TV later this year. A part of Bell Media’s Outcome Measurements suite, the service enables brands to directly measure the sales impact of Bell Media video advertising and will provide in-depth insights on campaign performance through detailed purchase measurement reports. 

The report delivers actionable insights designed to help advertisers optimize performance and maximize return on investment. Key metrics include sales lift, which measures the incremental impact of advertising on product and brand sales, and return on ad spend (ROAS), providing a clear view of financial outcomes. By leveraging verified purchase data, advertisers can fine-tune campaigns with precision and confidently measure the effectiveness of their media investments. 

“This collaboration with Loblaw Advance™ showcases our innovation in the space of outcomes measurement by offering a powerful, turnkey solution that links media exposure to verified purchase data,” said Payal Gabrani-Bahl, SVP, Data and Advertising Products & Platforms, Bell Media. “Together, with the strength of our complementary assets and dynamic teams, we are providing our clients with a product uniquely targeted to Canadian advertisers’ needs.”  

Backed by more than 2,300 retail stores and more than 17 million customer relationships through PC OptimumTM, Loblaw Advance™ is uniquely positioned to connect media exposure with real-world sales outcomes.  

"This isn't just a technical achievement; it's building a more effective media ecosystem for advertisers,” said Lauren Steinberg, EVP & Chief Digital Officer at Loblaw. “Brands can now optimize their significant TV investments with confidence, and in turn, we can help deliver more relevant advertising experiences to millions of Canadian shoppers. Together, we’re setting a new standard for accountability and performance in the TV landscape.”