Business of Digital – Report on Data: Measurement & Accountability

Join us on November 24 & 25th for IAB Canada’s Business of Digital: Report on Data where you can expect to hear the latest insights and developments in the Canadian consumer/ media audience marketplace. Geared towards digital and multi-platform professionals from the buy, sell, marketer, research and technology sides of the ad industry, this two-day event is guaranteed to explore fresh measurement-based take-aways on leading-edge planning and activation challenges, that you can put to work as soon as you return to the office.

This year’s event will include timely topics that focus on important updates in audience measurement, progress towards cross-media standards, work on OTT/Advanced TV, ad spend tracking, transparency as well as an update from IAB Tech Lab as we move towards cookie independence with Project Rearc.

Also, PHD will be revealing the latest Canadian Media Usage Trends (CMUST) study results. Since its inception in 2001, PHD’s Canadian Media Usage Trends Study (CMUST) is the most comprehensive Canadian study crossing all major media. Based on recognized consumer and audience research sources, the study documents changing media consumption as digital technologies impact the lives of Canadians. It focuses on how new devices and new types of content are triggering ways consumers devote more time to the Internet. Topics that the report has looked at to date include, Car Connectivity, Wearables, Multi-platform data from Vividata, the impact of Smart TV, and Smart Speakers and more.

The final session on November 25th will be IAB Canada’s AGM which includes a year in review and a look at what to expect for 2021. This exclusive portion of the event is for IAB Canada members only and is free to attend.


November 24 - Report on Data Day 1

Time (EST) Topic
1:00pm – 1:10pm Opening Remarks

Steve Rosenblum, Director of Research, IAB Canada

1:10pm – 2:10pm CMUST 2020: Media Momentum

Since 2001, the annual Canadian Media Usage Study has tracked the media consumption trends of Canadians.
The 20th edition of the report will be the first not presented by Rob Young (though he has continued to act as an advisor in his retirement). The report will continue the tradition of mapping usage and trends drawing on dozens of sources to provide a single view of the marketplace.It will focus both on this year of disruption – and longer term trends through the lens of the speed of change. It will be a most useful reference for media sellers, buyers and marketers.

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

2:10pm – 2:35pm Advancing DOOH Measurement

COMMB will provide a brief overview of the new digital out-of-home measurement methodologies, including how COMMB is using mobile location and geospatial movement data, audience segmentation and statistical analysis to advance the standard of DOOH measurement in Canada.

Speaker – Rosanne Caron, Advisor, COMMB
Speaker – Amanda Dorenberg, President, COMMB

2:35pm – 2:45pm
The Path to Total Video Measurement in Canada
Video Audience Measurement Update from Numeris
Speaker – Catherine Malo, SVP, Cross-Media, Business Development & Communication, Numeris
2:45pm – 3:05pm An Update on Cross-Media Measurement and What’s Next for MRC

In this session, the Media Rating Council (MRC), will describe industry progress toward adoption of cross-media measurement standards and development of pilot tests for cross-media measurement. MRC will also discuss their top priorities for the remainder of 2020 and for 2021, including:
(1) development of outcome measurement standards
(2) work around OTT/Advanced TV
(3) new standards and audits for content-level Brand Safety
(4) MRC’s recent update to invalid traffic filtration requirements

Speaker – George Ivie, CEO and Executive Director, Media Rating Council

3:05pm Closing Remarks

Speaker – Steve Rosenblum, Director of Research, IAB Canada

November 25 - Report on Data Day 2

Time (EST) Topic
1:00pm – 1:10pm Opening Remarks

Speaker – Steve Rosenblum, Director of Research, IAB Canada

1:10pm – 1:40pm The State of Advertising – Canadian Market Overview on Ad Spend

This year, Standard Media Index, SMI, launched in Canada with its near census-level spend data across media types. In this session SMI will unpack the state of advertising in Canada as the industry attempted to recover from a disastrous second quarter of advertising spend as a result of the Covid-19 lockdown. Canada, which was hit hard in the second quarter, down 47% versus one year ago, is showing signs of a normalization in September and October. SMI will illustrate how Canada compares to other major Anglo markets worldwide and look deeper into Digital, TV, Radio, Out of Home, and Print media types. The session will conclude with an IAB Canada membership exclusive view into the advertiser categories that are shaping Digital in Canada.

Speaker – Darrick Li, VP Sales & Client Services, Canada, Standard Media Index

1:40pm – 2:15pm The Evolving Meaning of Transparency – Panel Discussion

How would we define transparency today? It’s a term used in so many conversations about consumer privacy, buyside/sell-side relations, the supply chain and the list goes on. Which definition should the industry be most concerned about and where do we need the most improvement. What should we tell a media investor to look out for in terms of red flags and what kinds of reporting can give an investor piece of mind? Join some of Canada’s digital thought leaders as they tackle this key issue in riveting conversation.


  • Joanne Crump, VP, Integrated Media, Active International
  • Brad Jeffrey, Managing Director, Canada, Index Exchange
  • Matt Thornton, Director, Google Marketing Platform – Canada

Moderator: Sonia Carreno, President, IAB Canada

2:15pm – 2:40pm Progress on the Cookieless World – Project Rearc Update from IAB Tech Lab

With the continued threat of identifier deprecation (cookies, MAIDs, etc.) in 2021, how will the industry rearchitect itself to support responsible, addressable media through technical standards and proprietary innovation? Hear IAB Tech Lab provide a summary of progress across multiple efforts, remaining work in process, and how it all comes together within a comprehensive solution for industry adoption in 2021.

Speaker – Jordan Mitchell, Senior Vice President – Identity, Data and Privacy Initiatives, IAB Tech Lab

2:40pm – 2:45pm Closing Remarks

Speaker – Steve Rosenblum, Director of Research, IAB Canada

2:45pm – 3:15pm IAB Canada AGM – A Year in Review

(IAB Canada members will be sent a separate zoom link in order to attend the AGM)