Location data enabled targeting and contextually relevant creative executions are where it’s at. Brands looking to connect with audiences on the move are leveraging LBA data and platforms in creative ways and the scale and opportunities continue to evolve in 2021.

IAB Canada invites you to join us for our Location Based Advertising seminar where we will share our 2021 LBA Barometer Report results providing a Canadian perspective on growth and innovation within the sector. We will also explore the Canadian Landscape and upcoming changes we can expect in 2021 and beyond. Hear from experts who will update us on the latest news in Mobile and Digital Out of Home opportunities and metrics as well as from our panelists who will discuss new privacy regulation and how they will affect future targeting capabilities and data capturing.


April 28 - Location Based Advertising - Day 1

Time (EST) Topic

Opening Remarks

The State Of Location Based Advertising: Barometer Report

Sonia Carreno, President, IAB Canada


The Digital Disruption In Out-of-Home Advertising

A top line overview of the digital out-of-home landscape in Canada and how its disruptive use of data/analytics is spilling more into traditional OOH spaces. This industry insider will include some of the innovative technology applications that are currently on the forefront of driving digital transformation and producing compelling insights to the Canadian advertising industry.

Amanda Dorenberg, President, COMMB


What’s New In DOOH Today – Panel Discussion & Case Studies


  • Rick Borthwick, National Sales Director, Pattison Outdoors
  • Chris Corvetti, Vice President of Sales & Marketing, North America, Zoom Media
  • Georgia McCarthy Director, DOOH & Strategic Partnerships, Rogers Sports & Media


  • Edith Gagne, Vice President, Programmatic Sales Operations, Broadsign

How To Better Reach Your Audience With The Power Of Geo-Location Advertising

Tune into MiQ’s session to learn more about how geo-location data is valuable for marketers even throughout the pandemic, and how location-based advertising can future-proof media campaigns.

Johnny Milne, Product Director, MiQ


The New Approach To Mobile Advertising

Saad Uddin, CEO, Native Touch


Technical Remedies: An Update On IDFA And SKAdNetworking

The IAB Tech Lab has introduced technical specifications aimed at adapting Apple’s SKAdNetwork, a method for validating advertiser app installations, for programmatic ad buying. We’ll review the OpenRTB object extensions, APIs, file formats and tools built to help enable the advertising ecosystem to communicate and manage the information needed to use the SKAdNetwork capabilities in iOS 14 and above.

Jill Wittkopp, Director of Product, IAB Tech Lab


Closing Remarks

April 29 - Location Based Advertising - Day 2

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

Laura Ferron, Sr. Director, IAB Canada

1:05pm – 1:25pm Audio & Context: Soundtracking The Moment That Matters

The shift toward streaming audio is dialling up. While digital audio has been on the rise for years, recent changes in how the world lives have given audio an entirely new role in people’s lives.

Join us to discover how brands can tape into the power of audio to market in the moments and context that matters.

Ivan Pehar, Country Manager, Spotify Canada

1:25pm – 1:45pm Leveraging the Power of Data for Smarter Marketing Decisions

Join Pelmorex as we share how brands can leverage the power of data to make smarter marketing decisions. In this session, we dive into a case study that uncovers how data can help marketers achieve a deeper understanding of existing customers, connect with potential new customers and explore some data-driven marketing strategies to reach and measure both.

Tami Coughlan, Head of Sales & Partnerships, Pelmorex Corp. | The Weather Network & MétéoMédia

1:45pm – 2:15pm Looking Forward: A Fireside Chat on the Future of Measurement

  • Angelina Eng, VP Measurement & Attribution, IAB Tech Lab
  • Sonia Carreno, President, IAB Canada
2:15pm – 2:35pm Twitter On Location: How Twitter Places And Events Provides Enhanced Context Through SoLoMo Infusion

Michelle Slater, Head of Business Marketing, Twitter Canada

2:35pm – 2:55pm “Putting Mobile in Context” Understanding Attention Signals

Contxtful takes a deep dive into the lesser-explored layers of mobile receptivity and engagement. Learn how optimal ad placements can be discovered through a mobile user’s physical context.

Guillaume Bouchard, CEO, Contxtful

2:55pm – 3:00pm Closing Remarks

Laura Ferron, Sr. Director, IAB Canada


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