IAB Canada’s annual year closing event is all about data. We present the annual CMUST study results and line up the latest and greatest Canadian digital media research reporting in one do not miss event.


Time (EST) Topic
12:30pm – 1:00pm Registration
1:00pm – 1:05pm Opening Remarks

Talina van Essen, Operations Manager, IAB Canada

1:05pm – 1:45pm CMUST 2023: The Latest Trends on Canadian Media Usage

The Canadian Media Usage Study (CMUST) is a comprehensive, re-engineered report that documents the changing media consumption habits of consumers across devices and screens, different age segments and digital vs traditional media channels.

In its latest edition, we’ll explore generational differences, delve deeper into the current media spend distribution compared to time consumption, how retail is shifting to include digital commerce, and the advances in calculating the carbon footprint of ads.

As you plan for 2024 and aim to stay ahead of what is to come, this session is not one to miss!

Speaker: Matt Devlin, Managing Director – Marketing Science, PHD

1:45pm – 1:55pm

Canadians on TikTok: Unlocking the French Connection

Dive into the joyful world of French Canadians on TikTok. Our new research explores the heart and soul of this unique community, unveiling key insights that will revolutionize brand engagement. Brace yourself for a journey exploring the significance of French language and culture in the TikTok universe and discover the untapped potential it holds for advertisers.

Speaker: Erinn Piller, Head of Business Marketing, TikTok Canada

1:55pm – 2:05pm The State of Quality Advertising 

Paul will provide an overview of the Canadian Digital consumption trends, key insights for 2024, and how different platforms can help in driving incrementally.

Speaker: Paul Rich, Director, Canada, Comscore

2:05pm – 2:25pm Media Break
2:25pm – 2:50pm

Panel: Vibrant Video

CMUST will undoubtedly report on the incredible continued growth of video in various formats across different points of access. This panel will talk about what’s hot in video and what we can all expect in the new year.

Moderated by Christopher Walton, Head of Video Sales Canada, Amazon Ads


  • Christina Summers, Head of Sales, Canada, Roku
  • Rose Hutchison, Director of Advanced Advertising Solutions, Rogers Sports & Media
  • Spencer Charters, VP, Advertising Products, Insights & Partnership, Corus Entertainment
2:50pm – 3:00pm

Data vendors and the future of ethical data practices in Canada

Data is rapidly changing Canada’s advertising landscape. This comes from the bevy of solutions created by numerous companies and vendors. Their application can do wonders for improving ad effectiveness, but risks of misusing customer data are taking effect. Data vendors have long been a reliable partner for advertisers, but consumer protections and government legislation have begun to limit their effectiveness. Kabil will discuss how data owners have a greater responsibility to determine how customer data can be used for advertising. These changes ultimately support Canadian media owners and the necessity for consumers to know how their data is collected and used for advertising.

Speaker: Kabil Rahaman, Head of Data Optimization, The Globe and Mail

3:00pm – 3:25pm

Panel: AI for Good

We knew that AI would take the spotlight in 2023 – as the year draws to a close this panel discusses the advancements we’ve seen in the past 12 months and delves into how AI is being used for greater efficiencies, safety and sustainability.

Moderated by Sonia Carreno, President, IAB Canada


  • Alun Manton, Country Sales Lead, IAS Canada
  • Karan Walia, Cofounder and CEO, Cluep
  • Matthew Rivard, Director of Strategy and Product, Google Canada
  • Sam Gottfried, Director of Client Partnerships, Quantcast
3:25pm – 3:45pm Media Break
3:45pm – 3:55pm Understanding Consumer Intent With The Power of High-Quality Data

Data quality is the bedrock of insightful decision-making, and with the evolving digital landscape creating challenges related to achieving accuracy, new solutions are needed now more than ever to uncover valuable insights into consumer trends. Join Pelmorex for a quick dive into how high quality data can foster a deeper understanding of consumers, facilitating the creation of effective campaigns that significantly enhance engagement and drive impactful results to combat the ever changing environment.

Speaker: Fraser Close, Sales Leader, Data & AdTech, Pelmorex Corp.

3:55pm – 4:15pm

Panel: Re-Defining Value

How have success metrics changed in the past year? This panel delves into what kind of rubric advertisers, agencies and publishers are starting to implement to evaluate what “good” looks like. Is there a cost to the new lens of success? What does that look like?

Moderated by Laura Ferron, Head of Member Relations & Strategic Partnerships, IAB Canada


  • John Shilton, Group Account Director, MarTech & Data Intelligence, Publicis Media Canada
  • Robin Wilding, Director of Data Solutions, Dentsu Canada
  • Kate Dorofeeva, Director Digital Strategy, Involved Media
4:15pm – 4:25pm State of Streaming: The Evolution of Connected TV in Canada

In today’s rapidly evolving Canadian TV landscape, consumer viewing behaviors are shifting from linear to Free Ad-Supported TV (FAST) and ad-supported video on demand (AVOD). This has become even more apparent as more than 22M Canadians are expected to stream content. In fact, according to Samsung Ads Canada proprietary research, 70% of users spend time watching streaming content in the Samsung Universe.

However, while this adoption for Connected TV and ad-supported viewing is growing, brands and marketers are still not allocating budgets to the medium proportionate to its growth.

Speaker: Akta Sharma, Senior Sales Manager, Samsung Ads Canada

4:25pm – 4:30pm The State of Retail Media in Canada –  A Sneak Peek by eMarketer

Paul Briggs, Principal Analyst at Insider Intelligence | eMarketer, will preview the findings of a Fall 2023 study conducted in partnership with IAB Canada on retail media networks in Canada. The study polled brand marketers, agencies, and media buyers about their investments in retail media, the top platforms, and how the rapidly emerging category is delivering results for advertisers.

Speaker: Paul Briggs, Principal Analyst, Canada, Insider Intelligence | eMarketer

4:30pm – 4:40pm Closing Remarks

Talina van Essen, Operations Manager, IAB Canada

Sonia Carreno, President, IAB Canada

4:40pm – 6:00pm

Social Networking

  • Drinks & passed canapés

Interested in becoming a speaker or sponsor? Reach out to

Thank you to our Sponsors

Elite Corporate Sponsors

Industry Sponsors


Topic Sponsor

Wired Topic Sponsor


  • Matt Devlin PHD
  • Sonia Carreno IAB Canada
  • Paul Rich Comscore
  • Alun Manton IAS
  • Erinn Piller TikTok Canada
  • Robin Wilding Dentsu Canada
  • Sam Gottfried Quantcast
  • John Shilton Publicis Media Canada
  • Fraser Close Pelmorex Corp.
  • Laura Ferron IAB Canada
  • Talina van Essen Operations Manager
  • Paul Briggs Insider Intelligence | eMarketer
  • Akta Sharma Samsung Ads Canada
  • Karan Walia Cluep
  • Christina Summers Roku
  • Rose Hutchison Rogers Sports & Media
  • Christopher Walton Amazon Ads
  • Kabil Rahaman The Globe and Mail
  • Matthew Rivard Google Canada
  • Kate Dorofeeva Involved Media
  • Spencer Charters Corus Entertainment