BCE Inc.\u2019s media division has launched a tool allowing its TV advertising clients to more specifically target audiences. Announced Wednesday, the proprietary Strategic Audience Management (SAM) tool will \u201cmeasure household, behavioural and TV viewing data to identify high-indexing TV audiences\u201d to build an ad placement schedule that makes the advertiser\u2019s products more relevant to the viewers, a press release said. \u201cSAM supplements traditional TV buys with an enhanced layer of intelligence, producing highly customized plans that ultimately help advertisers achieve their business objectives,\u201d Darryl Coburn, Bell Media\u2019s vice-president of national video sales, said in a press release. \u00a0 The system resembles one in use by Corus Entertainment Inc. called Cynch. First announced in 2016, the system, which ran beta tests early last year, allows advertisers to cater their ads to specific audiences. While the system was initially scheduled to launch later last year, it's currently still in the beta test stage, Corus' vice-president of data\u00a0Spencer Charters confirmed. The company said these technologies are critical to its business, as it sets out to execute its plan to rebound from a wobbly TV ad market. Bell has indicated for some time it planned to use data to boost its media segment. CEO George Cope previously said the company needed to do better with advertising technology. It launched programmatic ads on billboards last year and, more recently, expanded a marketing initiative that asks subscribers of all its services to give the company their personal information for more specific ads. Bell\u2019s SAM will use data from measurement company NLogic -- previously a software segment of Numeris -- with future plans to layer in Bell\u2019s own data. The ads will be placed across the company\u2019s CTV national network and its entertainment specialty channels, minus TSN and CP24, the release said. Currently, the new system will coexist with the existing sales model, said Coburn in the release.