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Initiative ensures mobile customers will see advertising that matters to
them
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No Bell customer is required to participate
MONTREAL, Oct. 23, 2013 /CNW Telbec/ - Bell today confirmed that its
relevant advertising program, set to launch November 16, is designed to
protect the data of individual mobile customers while delivering them
the online advertising that's most relevant to them. No Bell customer
is required to participate in the program, and opting out is easy with
a visit to Bell.ca/relevantads.
"Consumers who use mobile Internet services see a lot of advertising,
and we want to ensure that Bell customers see the kind of advertising
that actually matters to them. It won't mean you'll see more ads, but
you'll see better ones," said Wade Oosterman, President of Bell
Mobility and Residential Services. "Bell is absolutely committed to our
customers' privacy and we strictly adhered to Canadian privacy laws in
developing our initiative. Bell would never identify individual users
or release customer-specific data to advertisers or any other third
party."
Bell collects data such as Web sites visited, apps downloaded and search
terms, and aggregates the data into broad user group profiles to
deliver to customers ads that are most relevant to them. The company
has informed customers about the program over the last several months
through invoice messages, texts and emails.
Data collected for the program is audience-based rather than specific to
individual customers, allowing the development of targeted advertising
for groups of similar users, rather than the random ads people would
normally see online. For instance, a report that shows 10,000 Bell
mobile customers downloaded a particular gaming app, and that 80% of
them were 18-25 years old, would allow advertisers to build a marketing
program to serve that broad group. Individual customer information is
never released.
"This new program puts Bell in a position to compete with world players
like Google, Facebook and others in focused online information
delivery," said Mr. Oosterman. "Offered first to our mobile customers,
Bell looks forward to expanding the program to customers of Bell
Internet and other services as we continue to seek new ways to improve
the online experience for our customers."
About Bell
Bell is Canada's largest communications company, providing consumers and
business customers with leading TV, Internet, wireless, home phone and
business communications solutions. Bell Media is Canada's premier
multimedia company with leading assets in television, radio and digital
media. Bell is wholly owned by Montréal's BCE Inc. (TSX, NYSE: BCE).
For more information, please visit Bell.ca or BCE.ca.
SOURCE Bell Canada