Québecor is taking another step in the evolution of its advertising offering with the deployment and activation of partner audiences on its connected TV inventory. This advancement is made possible through a strategic collaboration with Optable, a trusted player specializing in data connectivity and secure collaboration through clean rooms.

This partnership will allow Québecor to unify its digital video inventory (connected TV, mobile apps, websites) and linear TV on Helix terminals. Advertisers will be able to target users exposed to content across both platforms. In a market where advertisers are seeking broader, duplication-free reach—from linear television to digital environments—Québecor establishes itself as the go-to destination for omnichannel video audiences.

This “video everywhere” approach enables advertisers to reach complementary audiences across the entire ecosystem.

“The activation of partner audiences on our connected TV inventory allows us to offer our advertiser partners an advanced and secure audience-targeting solution,” said Patrick Jutras, President of MELS and Chief Advertising Revenue Officer at Québecor and Groupe TVA. “It represents a concrete step toward a competitive advertising ecosystem and a more strategic use of customer data, enabling complementarity between linear and digital buying without audience duplication.”

This innovation is part of Québecor’s strategy: to deliver a unified advertising experience, where audience data is available across the entire video ecosystem.

“We are proud to collaborate with Québecor to enable the direct activation of their data with advertisers who prioritize precision and expanded reach,” said Vlad Stesin, CEO of Optable. “Thanks to clean room technology, Québecor can seamlessly and confidentially connect its proprietary data with that of its partners, paving the way for truly audience-centric advertising strategies that comply with the strictest privacy standards.”

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About Québecor

A Canadian leader in telecommunications, entertainment, news media, and culture, Québecor is one of the most successful integrated communications companies in the industry. Driven by the desire to deliver the best possible customer experience, all of Québecor’s subsidiaries and brands stand out for their quality, multiplatform, and convergent products and services.

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About Optable

Optable is an identity management & data collaboration platform designed for the advertising ecosystem in the age of collaboration & first party data. Optable makes it easy for both media buyers and sellers to harness the power of their first party data by building a comprehensive identity strategy, enriching their audiences with leading data sets, and activating audiences through purpose-built integrations. Optable simplifies difficult data management challenges so that customers can build identity graphs quickly, reduce their overall technology costs, and use their data to deliver measurable business impact.

To learn more, visit: optable.co

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