IAB Canada’s annual Report on Data 2025 brought the industry together for an afternoon of insights that showcased how quickly data, media, and measurement practices are evolving across the country this week. This yearly tradition allows industry to review the year past while setting the tone for the year ahead.
Canadian Media Usage Study (CMUST) 2025
Don’t let the photo fool you! Matt Devlin’s (PHD) engaging presentation brought a positive spin to the community. This years’ CMUST highlighted the growing importance of real attention, thoughtful long-term investment, and smarter use of AI. The session left attendees thinking seriously about how outdated planning assumptions could be holding them back.
The Future of Information: A Connected Measurement Ecosystem
Pasquale Pellegrini (Vividata) introduced Vividata’s new connected database and demonstrated how unified datasets will reshape the way audiences are profiled and activated. The capabilities on display hinted at a future where planners can work with far more precision and confidence.
Modern Media Attribution: Linking TV Viewership to Sales
Jamie Armstrong (Loblaw Advance), Robyn Sullivan (Loblaw Advance), and Sabrina Segal (Bell Media) shared early results from a new approach that links TV exposures to in-store sales through privacy-safe attribution. The findings showed meaningful lift and introduced a new way to evaluate TV performance.
Retail Media Panel
Moderator: Paolo Lacuna (IAB Canada)
Panelists: Gautham Pingali (WPP Media) Graham Edward (Instacart), Melissa Savage, (Air Miles) and Ryan Fuss (Stingray Advertising).
The panel discussed how retail media in Canada is quickly moving from emerging to essential. In-store environments, incrementality testing, and shoppable targeting were identified as areas gaining momentum faster than many realize.
How Data Collaboration is Powering an AI-Driven Future
David Phillips (Environics Analytics) spoke about the increasing importance of data collaboration and the advantages it creates for AI-driven marketing. He shared examples of how clean rooms and structured data partnerships are already producing significant business results.
Hot Takes: Put Your Money Where the Consumer Is
Moderator: Brian Batenburg (The Globe and Mail)
Panelists: Lindsey Hanley (Native Touch), Rose Hutchison (Rogers Sports & Media), Spencer Charters (The Trade Desk) and Wanda Fong (Meta)
This rapid-fire panel surfaced the areas of media that are gaining influence but remain undervalued by many buyers. Live sports, audio, news, and AI-powered optimization emerged as high-opportunity spaces. It was the kind of session that sparked immediate planning conversations in the hallway afterward.
Fireside Chat: The State of Data in Canada
Andrea Cook (JAM CRM) and Sonia Carreno closed the day with an honest look at how much more organizations could be doing with the data they already have. Their examples illustrated how behavioural and contextual signals can create deeply relevant customer experiences when properly activated. Many attendees left thinking differently about what their datasets could unlock.
With speakers and attendees exchanging perspectives that reflected a year marked by major innovation, new forms of collaboration, and significant progress in attribution and audience intelligence, these events are best experienced in person.
On behalf of IAB Canada, we thank all speakers, community members, and sponsors for their support throughout 2025. Report on Data continues to be one of our strongest year-end events, especially in a year defined by fast-paced developments across the advertising and media industry.
We invite readers to explore our 2025 Year in Review to learn more about our work and progress over the past year. We also encourage everyone to stay connected and follow upcoming IAB Canada events for 2026 at as we look forward to another year of innovation, collaboration, and industry advancement.