Enterprise 2025: A Community United by Purpose and Progress
With over 200 industry professionals in attendance, Enterprise 2025 proved to be a landmark event for IAB Canada and the digital advertising community. From the insightful strategies shared on the Upper Deck to the powerful advocacy voiced on the Lower Deck, the event underscored one clear takeaway: our industry is ready to evolve—together.
The Upper Deck: We Need to Talk About Them
On the top level, we unpacked the pressing need for better alignment across media, creative, and strategy. Conversations gravitated toward the importance of:
- Stronger briefs and trust-based collaboration
- Smarter use of data and metrics, not just more of them
- Platform-specific creative and emotional storytelling
- Test-and-learn cultures that enable real innovation
Panelists reinforced foundational truths—like the need for frequency caps and user-first design—and challenged us to update our playbooks for a fragmented, AI-powered world. IAB Canada’s commitment? Actionable initiatives across measurement, certification, creative/media integration, and more.
The Lower Deck: We Need to Talk About Us
Meanwhile, on the ground level, the focus turned inward. What does it mean to show up for Canada in today’s globalized ad economy? The answers came through loud and clear:
- We must define and promote Canadian media identity, through tools like a Canadian Media Index and a “Verified Canadian” label
- Support diverse and inclusive content, local innovation, and better performance benchmarks for domestic platforms
- Encourage shared accountability across publishers, agencies, and platforms—especially in sustainability, ethics, and trust
These critical conversations culminated in a call to action for the entire ecosystem. As an industry, we must go beyond performative values and deliver measurable, inclusive, and responsible media outcomes.
Looking Ahead: From Dialogue to Action
Enterprise 2025 didn’t just spark ideas—it built a shared agenda. The newly launched internal 2025 IAB Canada Roadmap will outline ten strategic priorities designed to carry this momentum forward, from rebuilding media fundamentals and expanding education to operationalizing responsible media practices and amplifying Canada’s role in global innovation. We look forward to sharing it in the coming weeks.
The event may be over, but the work is just beginning. And thanks to the clarity, honesty, and leadership demonstrated by our community, we’re heading into the next phase with confidence.
Enterprise 2025 Barometer – Industry Poised for Growth, With a Call to Clarify “Canadian Media”
At IAB Canada’s Enterprise 2025, digital advertising community gathered to take stock of where the industry is headed—and the latest Barometer Survey confirms a cautious optimism grounded in innovation, investment, and a drive to define a sustainable future for Canadian Media.
Access the Enteprise 2025 Barometer here.
We’ll be releasing soon our Enterprise Playbook summarizing the key insights from this week’s missions—an essential read for industry decision-makers. Sign up for the newsletter to ensure you don’t miss it.
Enterprise 2024 Resources
Not an IAB Canada Member yet? Find out how to join the community.
Thank you to our Enterprise 2025 Sponsors
