Business of Digital: Report on Data & AGM

Canadian Media Usage Study (CMUST) is a comprehensive, annually re-engineered report documenting changing media consumption habits of consumers across devices and screens, as digital technologies increasingly impact the lives of Canadians.

This year’s edition will chart the continuing influence of Covid and the growth of hard-to-quantify media consumption behaviours like online shopping and TV-based streaming.

Speaker:
Matt Devlin, Managing Director, Marketing Science & Strategy

A fireside chat on the omni-channel approach of the future.

Speakers:
Sonia Carreno, President, IAB Canada
Caroline Moul, President, PHD Canada

One goal – Connect Better! Let’s Do It Together as an Industry.

Data are essential to effectively reach and engage consumers and citizens. Advertisers are facing changing rules and some restrictions on availability of key data while working to ensure that targeting is effective across devices and channels. Environics Analytics is escalating its work to address some unique Canadian challenges – collaborating with industry associations, advertisers, agencies, publishers and platforms. EA President, Jan Kestle, will highlight some new initiatives and discuss how a “consortium of the willing” can come together to build accessible solutions to support Canada’s recovery.

Speaker:
Jan Kestle, President, Environics

In 2022 and beyond, first-party data will increasingly become marketers’ most valuable asset. Not only does investing in first-party data improve marketing outcomes, it will help marketers adapt to digital advertising’s shift away from third-party identifiers to a privacy-driven approach. However, most marketers have yet to harness the full potential of their first-party data. To achieve this, marketers can:

• Use machine learning to extract the most value out of their data
• Explore new methods to activate first-party data on their marketing platforms
• Adopt an experimentation mindset
• Attract and foster data science talent

Speaker:
Lee Morgan, Head of Marketing Science, Google Canada

The panel will discuss the observed progress on the addressability front and share their thoughts and visions for what addressability might look like in 2022. First-party data is the future of addressing customers and managing relationships – the panel will share their level of confidence in media opportunities in terms of translating who we need to reach across the broader web. The panel participants will also touch on how advertisers prepare their data and share the constraints they face from both tech and regulatory standpoints, as well as address what the new privacy-first approaches will look like without sacrificing the accuracy of reporting.

Panelists:

• Brad Jeffrey, Managing Director, Canada, Index Exchange
• Abhishek Sen, Co-Founder & CEO, Number Eight Technologies

Moderator: Bryan Segal, Sr. Vice President of Sales, Comscore Inc.