With support from IAB Canada’s Connected TV (CTV) Committee, we are proud to introduce the Canadian TV Advertising Landscape, a comprehensive view of the key players, data flows, and platforms shaping how television advertising is bought, sold, and measured today. We extend our sincere thanks to every member of the CTV Committee for their valuable input and collaboration in bringing this important resource to life.
Why Understanding the Landscape Matters
CTV has transformed how Canadians watch video content and how marketers reach them. With the convergence of linear TV, streaming apps, ad servers, SSPs, DSPs, and data platforms, the buying and measurement environment has become increasingly complex.
Understanding this interconnected system is critical for advertisers, agencies, and publishers seeking to:
- Plan campaigns that effectively span both traditional and IP-delivered environments
- Navigate new layers of data transparency, targeting, and measurement
- Identify opportunities for collaboration and innovation within a rapidly evolving marketplace
The landscape offers a visual guide to where these players sit and how they interact, clarifying the flow of data and media value across the ecosystem. From device manufacturers and operating systems to data clean rooms and buy-side technologies, each component plays a role in driving efficiency and accountability in CTV advertising.
To streamline operations, several agencies have re-centralized planning under unified teams that manage both direct and programmatic buys. As automation expands, the shift toward programmatic guaranteed deals and dynamic creative activations continues to shape Canada’s evolving DOOH market.
Looking Ahead
As CTV adoption continues to grow, IAB Canada and its committees remain committed to supporting the industry through education, standards, and collaboration. The Canadian TV Advertising Landscape is one of several tools developed to help stakeholders stay informed and engaged as this channel matures.
We invite marketers, agencies, and media professionals to explore the full map and join the ongoing conversation on shaping the future of connected TV in Canada.
Thank you to our Connected TV/Streaming Committee Chair, Phillippe Kleim of Corus Entertainment, for developing the latest Canadian TV Landscape. With the support of our committee members, we were able to map IAB Canada members across the evolving CTV ecosystem collaboratively. If you’re passionate about shaping the future of Connected TV in Canada, we invite you to join IAB Canada and become part of the Connected TV/Streaming Committee—where industry leaders come together to drive innovation and growth.