IAB Canada’s annual 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. Tied to the IAB Canada AGM meeting later in the day, this event provides a comprehensive recap of the year as well as exclusive forward-looking agenda items for 2023. 

Interested in sponsorship? Reach out to memberships@iabcanada.com


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

  • Laura Ferron, Senior Director, IAB Canada
1:05pm – 1:45pm CMUST 2022: 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 2023 and aim to stay ahead of what is to come, this session is not one to miss!


  • Matt Devlin, Managing Director – Marketing Science, PHD
1:45pm – 2:00pm Connected TV Imperative: The Future of AVOD in the Canadian Market

As the Canadian streaming audience grows from 12 million in 2020 to an expected 22.4 million in 2027, Canadian viewing habits will become more and more complex. With consumers seamlessly switching between linear TV and ad-supported and subscription streaming services, are marketers adapting their advertising spend to match the complexity of viewership?

Join Justin Fromm, Head of Global Insights, Samsung Ads as he discusses how Canadian marketers can strike a balance between linear-centric and streaming-centric audiences by reallocating budgets relative to viewer behaviour, and maximize reach across the national TV audience.


  • Justin Fromm, Head of Global Insights, Samsung Ads
2:00pm – 2:15pm Monetizing Physical Stores: Why They Are On Brands’ Minds for 2023

As we look to the year ahead, the physical retail environment presents an interesting opportunity for brands looking to reach and connect with consumers at point-of-sale.

Join Ryan Fuss, SVP at Stingray Advertising, and Paul Nowosad, Director, Commercial Strategy, BD & Market Development at Walmart Connect as they delve into real data and a practical case study to show the massive opportunity laying ahead for both brands and retailers within brick-and-mortar retail stores.


  • Ryan Fuss, Senior Vice President, Stingray Advertising
  • Paul Nowosad, Director, Commercial Strategy, BD & Market Development, Walmart Connect
2:15pm – 2:30pm The New Age of Data: How to Effectively Target Consumers in 2023

The use and collection of data has changed drastically over recent years, but its value to marketers remains the same. It’s important to understand the changing landscape in Canada and best practices for collecting and leveraging data in a cookie-less future.

Join Saad Uddin, Co-Founder & CEO at Native Touch as he uncovers the importance of mobile-first data and how marketers can continue to leverage key numbers to potentiate omnichannel marketing efforts in 2023.


  • Saad Uddin, Co-Founder & CEO, Native Touch
2:30pm – 2:40pm The Big Picture: Canada’s Importance and Consequences to Advertising Growth Headwinds

As the Canadian advertising and media landscape goes through a period of volatility (Twitter ad spending pauses, major publisher layoffs leading to less localized agency support, new Netflix/Disney+ ad-supported tiers, supply chain challenges, economic uncertainty), we take a step back and understand the macro implications to these potential advertising growth headwinds.

How does the Canadian industry reflect on US trends and stay ahead of changes? How is the future of AVOD poised in this environment? What do advertisers need to consider as they look to 2023? How are publishers and the sell-side navigating through the period hand-in-hand with the buy-side?


  • Darrick Li, VP Sales North America, Dreamscape SMI
  • Chris Herlihey, VP Research, IPG Mediabrands
2:40pm – 2:55pm Optimizing Marketing Strategies with Measurement

Accurate media measurement is part of the foundation to help drive successful campaigns.

Join Uri Gorodzinsky, Director of Sales at Amazon Ads in Canada, in conversation with IAB Canada President, Sonia Carreno, to discuss Amazon Ads’ outlook on the advertising industry, including how Amazon Ads’ measurement solutions can help you measure and optimize your ad performance, both on and off Amazon.


  • Uri Gorodzinsky, Managing Director, Amazon Ads Canada
  • Sonia Carreno, President, IAB Canada
2:55pm – 3:05pm Stories That Hit the Mark

In using data to assign a ‘score’ to every piece of content it publishes, The Globe and Mail looks at content differently.  

Join Sean Stanleigh, Head of Globe Content Studio, as he looks at top-performing stories in 2022, what content is to come in 2023, and how looking at data more holistically is the key to success. 


  • Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail
3:05pm – 3:20pm As Investment in Channels Grow, Standardization is Critical

The importance of industry standards supports the quest to scale across these emerging categories.

Join us on this fireside chat with Index Exchange and IAB Canada as we delve into the background on IAB Tech Lab’s efforts with the development of standardization like Open RTB 2.6, why addressability is a fundamental part of the equation and why industry should continue to solve for it in 2023.


  • Alex Gardner, Chief Revenue Officer, Index Exchange
  • Sonia Carreno, President, IAB Canada
3:20pm – 3:30pm Closing Remarks

  • Laura Ferron, Senior Director, IAB Canada
3:30pm – 4:00pm AGM
4:00pm – 5:00pm Reception


Thank you to our Sponsors

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Contact us at events@iabcanada.com.


  • Alex Gardner Index Exchange
  • Chris Herlihey IPG Mediabrands
  • Darrick Li Standard Media Index
  • Justin Fromm Samsung Ads
  • Laura Ferron IAB Canada
  • Matt Devlin PHD
  • Paul Nowosad Walmart Connect
  • Ryan Fuss Stingray Advertising
  • Saad Uddin Native Touch
  • Sean Stanleigh The Globe and Mail
  • Sonia Carreno IAB Canada
  • Uri Gorodzinsky Amazon Ads Canada