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Press release from CNW Group

Bell to deliver online advertising relevant to customers while protecting their data

Wednesday, October 23, 2013

Bell to deliver online advertising relevant to customers while protecting their data

10:22 EDT Wednesday, October 23, 2013
  • Initiative ensures mobile customers will see advertising that matters to them
  • 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

For further information:

Media inquiries:
Jacqueline Michelis
Bell Media Relations
1 855 785-1427
jacqueline.michelis@bell.ca

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