State of the Nation 2025 in Toronto was more than just a conference; it was a real-time glimpse into the future of Canadian digital advertising. Here’s a look at the pivotal conversations and insider insights.
IAB Canada’s President, Sonia Carreno, kicked things off with a powerful call to action, challenging the industry to think at a systems level. Amid projections of continued market growth to surpass the estimated $18.2B, she highlighted the urgent need to navigate media fragmentation, AI disruption, and fragile consumer trust. Carreno unveiled a forward-thinking vision for media buying, shifting towards more automated and accessible SaaS-based models that could revolutionize how businesses of all sizes operate in Canada. The architecture of our industry is being rebuilt, and IAB Canada is leading the charge to support this transformation, especially for the SMBs that are the backbone of our economy.
Economic Signals Point to a Critical Inflection Point
Adding a dose of reality, Marwa Abdou of the Canadian Chamber of Commerce presented a sobering economic outlook that you could feel in the room. She revealed that business sentiment has been on a downward trend, with policy unpredictability and global trade tensions shaking confidence. While consumer spending has remained stable for now, her analysis of declining business investment and GDP projections painted a picture of an economy at a critical turning point. Abdou’s data-driven perspective reinforced the urgency of the moment, making it clear that bold, decisive action is needed to ensure Canada’s economy remains resilient and innovative.
Canadian Digital Habits Show Deep Engagement and Shifting Behaviours
Comscore’s Bryan Segal offered a data-rich deep dive into how Canadians are truly spending their time online, revealing nuances that challenge conventional wisdom. While mobile and short-form video are surging, Canada’s significant population of desktop-exclusive users presents a unique cross-platform puzzle for marketers. Segal’s presentation showed that with attention spans shortening and digital time fragmenting across countless platforms, relevance and responsiveness are paramount. Attendees were given a roadmap to the shifting content consumption habits that will define the next wave of advertising, particularly among Gen Z.
The State of Ad Tech: Innovation, Signal Loss, and a Push for Publisher Control
In a must-see fireside chat, attendees got a direct line to the future of ad tech from IAB Tech Lab CEO, Anthony Katsur. He provided an exclusive look at the groundbreaking infrastructure being built to counteract signal loss, including the game-changing Trusted Server framework set to shift power back to publishers. Katsur also unveiled developments in standardizing CTV advertising and creating new APIs for content and conversions, offering a glimpse into a more private, efficient, and publisher-controlled ecosystem. The key takeaway was that Canada has a crucial opportunity to help shape the global standards that will define the future of our industry, and the time to get involved is now.
The State of What’s Possible – Stretching the Dollars and Facing Forward
Moderated by Vadeem Semko, Supervisor, Growth & Partnerships, Time & Space
Panelists:
- Kelly Thomas Nojaim, Regional VP for North America Corporate Sales, Microsoft
- Brian Batenburg, Head of Digital Advertising Sales, Globe Media Group
- Jordan Smart, Senior Director of Business Development, The Trade Desk
- Saad Uddin, Co-founder and CEO, Native Touch
The “State of What’s Possible” panel was a frank discussion among industry leaders about how to thrive under economic pressure. The conversation moved beyond theory to actionable strategies, focusing on how agility, data strategy, and AI-powered tools are being used to drive measurable performance without sacrificing brand trust. Panelists shared forward-looking insights on the rise of retail media, the increasing complexity of measurement, and the fascinating prospect of marketing to AI agents acting on behalf of consumers. The session was a masterclass in balancing short-term needs with long-term brand equity, warning that success will belong to those who pair innovation with disciplined, transparent practices.
Is This Even Legal? – Unpacking Privacy, Consent, and the Path Forward
Moderated by Sahil Razdan, Director, Legal Council, Postmedia
Panelists:
- Amanda Maltby, Chief Privacy Officer in President & Exec Advisory Team, Environics Analytics
- Cedrik Lafrance, Country Manager, Canada, Axeptio
- Christopher Ferguson, Partners, Fasken Martineau DuMoulin LLP
- David Kavanagh, AVP, Digital Performance Marketing,Growth Marketing, TD Bank Group
Navigating the murky waters of privacy and regulation, this panel didn’t hold back. The discussion exposed the significant gap between industry practices and consumer understanding, from “dark patterns” designed to confuse users to the risks of oversharing with AI. With federal privacy reform stalled and regulators zeroing in on children’s privacy, the path forward is uncertain. However, the panelists challenged attendees to see opportunity in the chaos, advocating for compliance as a competitive advantage and championing privacy-enhancing technologies. It was a crucial conversation about turning regulatory burdens into a strategic imperative for building consumer trust.
Ad Tech Hot Takes Lightning Round: Taking the Pulse of a Transforming Industry
Moderated by Paolo Lacuna, Content Strategy Director, IAB Canada
Panelists:
- Lesley Conway, Head of Walmart Connect
- Emilien Hiraclides, Senior Account Executive, Optable
- Vince Simone, Head of DSP Sales, Yahoo Canada
- Victor Amorim, Director of Buyer Development, Index Exchange
The “Hot Takes” panel was where the industry’s toughest questions were debated live. In this rapid-fire session, panelists declared that the open web isn’t dead but evolving, and the CPM is no longer an endpoint but a “starting point” for measuring what truly matters. There was a strong consensus that as data becomes a scarce resource, the power shifts to publishers who provide a real value exchange. While AI was lauded as a vital tool—an “eager intern”—the panel stressed the continued need for human oversight to avoid the “garbage in, garbage out” pitfall. The session closed with a powerful agreement that ensuring a quality ecosystem starts with the sell-side taking responsibility for cleaning up the ad supply chain.
The State of What’s Next
Lynne Clarke-Drew shares her thoughts as State of the Nation 2025 Toronto closes.
The presentations and panel discussions clarify that while the challenges are real, the opportunities are too. We’re entering a time that calls for sharper thinking, stronger partnerships, and a commitment to smarter, more responsible innovation.
These conversations are shaping the future of our industry, and while this recap offers a glimpse, these events are best experienced in person.
Join IAB Canada, get involved in the work, and show up to the events where these conversations matter. The roadshow is hitting Calgary, Vancouver, and Montréal next.