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Bell readies mobile advertising service

Bell Canada will launch a new mobile advertising program on Nov. 16. Bell will collect data such as websites visited, applications downloaded and search terms, and use the aggregated information to deliver ads intended to be relevant to the user. According to the company, data collected for the program will be audience-based rather than specific to individual customers, and the ads will be aimed at groups of similar users. Consumers will be able to opt-out of the program at <http://www.bell.ca/releventads>.

"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," said Wade Oosterman, president of Bell Mobility and Residential Services. "It won't mean you'll see more ads, but you'll see better ones. 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. This new program puts Bell in a position to compete with world players like Google, Facebook and others in focused online information delivery. 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."

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