Join us on November 30th, 2021 for IAB Canada’s Business of Digital: Report on Data, where you can expect to hear the latest insights on Canadian consumer development, and their connection to media. Geared towards digital and multi-platform professionals from the buy, sell, research and technology sides of the ad industry, this event is guaranteed to explore fresh measurement-based take-aways on leading-edge planning solutions for activation challenges, that you can put to work as soon as you return to the office.

Revealing the latest Canadian Media Usage Trends (CMUST) study results, since its inception in 2001, PHD will share 2021’s year in review. Considered the most comprehensive Canadian media usage study, based on recognized consumer and audience research sources, the study documents changing media consumption as digital technologies impact the lives of Canadians. CMUST focuses on how new devices and new types of content are triggering ways consumers devote more time to the Internet, covering topics like: Car Connectivity, Wearables, Multi-platform the impact of Smart TV, Smart Speakers and more.

Concluding the day is IAB Canada’s AGM, which includes a year in review while looking ahead into what to expect for 2022. This exclusive portion of the event is for IAB Canada members only – and free to attend.


Time (EST) Topic
1:00PM – 1:10PM Opening Remarks
Laura Ferron, Sr. Director, IAB Canada
1:10PM – 2:15PM CMUST 2021: Canadian Media Usage Study (CMUST) by PHD Media

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.

Matt Devlin, Managing Director, Marketing Science & Strategy

2:15PM – 2:20PM BREAK
2:20PM – 2:35PM Unpacking CMUST – Understanding the Omni-channel Approach of the Future

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

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

2:35PM – 2:55PM

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.

Jan Kestle, President, Environics

2:55PM – 3:15PM The State of Data – Overarching look at data and how it will evolve into 2022 and beyond. 

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

Lee Morgan, Head of Marketing Science, Google Canada

3:15PM – 4:00PM Addressing Addressability – Panel Discussion

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.


  • 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.

4:00PM – 4:05PM BREAK
4:05PM – 4:30PM AGM
4:15PM – 4:30PM Nominee Recognition

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