For more than a decade, IAB Canada’s 360 Media Seller Survey has served as a barometer of the Canadian media landscape capturing the pulse of agency sentiment and providing publishers and platforms with a clear view of where they stand.
This year, we’ve taken the biggest leap forward since the study began.
We’ve modernized the 360 to reflect today’s increasingly complex environment, taking a deeper dive into the full spectrum of partnership dynamics: direct relationships, programmatic attributes, and the larger business-to-business dealmaking process that defines how media is bought and sold in 2025.
The objective remains unchanged: to ensure that our members have the most relevant, actionable insights into shifting buyer expectations. But the level of nuance and the visibility it now provides is significantly expanded.
As the ecosystem moves toward more automation, more AI-powered decisioning, and more integrated buying models, the fundamentals of partnership still matter. In fact, they matter more than ever.
Bringing the Human Back Into the Conversation
To complement the deeper intelligence of the modernized 360 study, we’re introducing a new training experience in partnership with Dale Carnegie.
On November 18th in Toronto, we’re hosting an unplugged evening session designed to reconnect the media sales community with the human side of selling—relationship-building, listening, influence, presence, and the fundamentals that automation can’t replace.
It’s timely, it’s intimate, and it’s built specifically for professionals navigating the realities of 2025.
Why This Matters Right Now
Together, the updated 360 insights and this new skills lab provide a holistic view of what excellence looks like in Canada’s evolving media landscape—data + craft, visibility + humanity.
For our members, two clear next steps:
1. Request your 360 Media Assessment results.
Understand exactly how your organization is perceived by Canadian media buyers and where the biggest opportunities lie.
2. Reserve your seat for the November 18 Dale Carnegie x IAB Canada session.
Spots are limited, and this session is uniquely tailored for today’s media sales environment.
After ten years of the 360 report, we’re proud to continue evolving the tools and training that help our community thrive.