As 2024 draws to a close, I want to take a moment to reflect on what has been a remarkable year for IAB Canada and our vibrant industry. Together, we have navigated an extraordinary journey marked by dynamic growth, significant milestones, and challenges that have strengthened our resolve and underscored the importance of collaboration. This year, the digital advertising industry continued its impressive trajectory, reaching an estimated $18 billion in Canada. This growth is a testament to the resilience, innovation, and commitment of our community.
At the same time, we faced complex policy developments, including the ongoing deliberations around Bill C-27. While it remains in committee debate, IAB Canada has been actively engaged, submitting thoughtful commentary to the Office of the Privacy Commissioner on key issues like advertising as a legitimate interest and age verification processes. Our efforts over the years in taking the lead on privacy compliance for digital advertising in Canada paid off this year. We were thrilled to receive the prestigious Piccaso Award in 2024 for “Most Impactful Privacy Product/Service in Canada.” This honor recognized TCF Canada as a groundbreaking framework that set a new standard for privacy compliance in the Canadian digital media industry.
Meanwhile, the unexpected implementation of the Digital Services Tax presented hurdles, particularly for agencies grappling with its operational impacts. As always, our role has been to support and guide our members through these complexities.
Despite these challenges, 2024 was a year of immense progress and innovation:
- Groundbreaking Research: We released insightful studies on AI, sustainability, talent, and the burgeoning state of retail media in Canada.
- Technical Leadership: IAB Tech Lab delivered a record year of advancements, including standards for CTV measurement, a Global Privacy Protocol, and frameworks for cleanrooms and privacy taxonomy. It has been an honor to bring this intelligence to our members through collaborative working groups.
- Transformative Events: We launched Enterprise, a groundbreaking and inclusive industry workshop, reimagining how we connect and learn. We’re already looking forward to its next edition.
- Education Evolution: With initiatives like the Digital Media IQ Assessment and our Skills Lab for Ad Ops, we’ve laid the foundation for the next chapter of education and professional development in our sector.
- Community Engagement: From coast to coast, we engaged in meaningful conversations with our regional leadership, deepening connections and fostering unity across the country.
Of course, 2024 has not been without its humbling moments. The job market faced tough realities across all stakeholder groups, and we continued to adapt to the breakneck acceleration of AI—a force that holds both incredible potential and complex challenges. As a global IAB community, we are actively assessing AI’s profound implications for our products, services, and workforce, ensuring that we are prepared to meet the opportunities and responsibilities ahead.
Here at home, our team has grown significantly, reflecting our unwavering commitment to delivering on our mandate to represent and advance the digital advertising sector. I am deeply grateful to our passionate team for their outstanding accomplishments this year. Their dedication to excellence, leadership, and service has been truly inspiring.
I would also like to express my heartfelt thanks to our Board of Directors, led by Jeff Lancaster, for their steadfast guidance and confidence in our work. To our Council and Committee Chairs and members, your ideas, debates, and collaborative spirit have been instrumental in driving our industry forward.
IAB Canada stands with our members as extended peers and agents of change. Together, we are building a stronger, more innovative, and inclusive digital advertising ecosystem.
On behalf of the entire IAB Canada team, I want to thank you for your partnership, trust, and engagement this year. We wish you a joyous holiday season filled with peace, happiness, and time with loved ones. Here’s to a bright and prosperous 2025.
Warmest regards,
Sonia Carreno
President, IAB Canada