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As Location-based advertising continues to grow in capabilities, scale and adoption, the use of geo (i.e. place-based) data-enabled marketing continues to capture share in Marketer’s plans and budgets.

IAB Canada is proud to present the Annual Business of Digital Location Based Advertising event to unpack the incredible multi-platform possibilities that exist in this realm. We will present our third annual Location Based Advertising Barometer Report which provides a Canadian perspective on the growth of this sector and the key factors contributing to its future state.

Learn about the latest developments in Digital Out of Home, the progress on mobile metrics, key considerations on location intelligence including data accuracy, consumer attitudes toward sharing location data including the value equation and many other issues around the judicious use of geo-targeting in digital advertising.

Time                   Agenda Items

12:30pm – 1:00pm Registration

1:00pm – 1:05pm Welcome & Introduction, Laura Ferron, Sr. Director, IAB Canada

1:05pm – 1:15pm  IAB Canada Barometer Report, Steve Rosenblum, Director of Research, IAB Canada

1:15pm – 1:45pm  The Evolution of Programmatic, Alastair Taylor, CEO, Starcom and Spark Foundry 

1:45pm – 2:30pm What Does The New Buying Ecosystem Look Like?

Introduction & Moderator:
Adam Green, SVP, General Manager, Broadsign Reach

Steve Manson, Director of Client Success, Hivestack
Geneviève Michaud, Director of Sales – Toronto, Atedra
Edith Gagné, VP Development, Campsite
Scott Mitchell, Managing Director, Canada, Vistar

2:30pm – 3:00pm Improving Share vs. Cutting Costs: A Practical Guide to Solving this Dilemma
Jed Schneiderman, Executive Vice President, Growth and Marketing, EQ Works

How 3 fundamental elements can build a digital marketing strategy that both improves share and cuts costs using location data for complete management and attribution.

3:00pm – 3:15pm  BREAK

3:15pm – 3:30pm Unlocking deep marketing insight by connecting online and offline behaviour
Fraser Close, Data SME, Agency Lead, The Weather Network & MétéoMédia, Pelmorex Corp.
Tons of advancement have been made in online insights by studying digital consumer behaviour across web, apps and social media. But we all still live in physical world. Consumers still drop their kids off at school, go to hockey games, play golf, ski and go on international trips. In this talk, we will discuss how physical world behaviour coupled with online behaviour unlocks deep marketing insights and walk through Pelmorex’s journey in helping organizations benefit from these deeper insights.

3:30pm – 4:00pm Buyers Tell All – An In-Depth Conversation with Leaders on Navigating the Evolving Digital-Out-Of-Home Space. – Panel Discussion

Moderator: Abby Worthington, Product Director, Digital, OUTFRONT Media


  • Samantha Garner, Supervisor, OOH and Print Investment, Amplifi

  • Kabil Rahaman, Director Plaform and Capabilities, Omnicom

  • Daniel Mak, Director of Strategy, Novus

  • Ryan Ghaeli, Account Director, MediaCom

4:00pm – 4:30pm Leveraging Big Data to Drive Digital Out-of-Home
Paul Tyndall, Vice President, Mobility Analytics, Environics Analytics

Digital Out of Home media provides a unique opportunity to deliver highly targeted relevant messages to unique consumer segments. However to fully unlock this potential, we must bring together disparate data about panels, consumer travel paths and geodemographics. This session will present a step-by-step process which will allow you to understand and segment the consumers exposed to your DOOH panel and more effectively align the right message to the right target.

4:30pm – 4:35pm Closing Remarks, IAB Canada

4:35pm – 6:00pm Cocktails

Thank you to our Sponsors

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For sponsorship opportunities please contact Taylor Kormann at