The Business of Digital: Metrics – Cracking Cross-Platform, is a half day conference with the latest insights into the Canadian consumer and media audience marketplace. If you are a digital or multi-platform professional from the buy, sell, marketer, research or technology sides of the ad industry, this is for you. Get fresh measurement-based take-aways on leading-edge planning / activation challenges, that you can put to work as soon as you return to the office.

Join us on November 28 in Toronto as we reveal the latest Canadian Media Usage Trends (CMUST) study results presented by widely respected study author, Rob Young of PHD Canada.

In addition to the CMUST results, three leading Canadian research/analytics presentations will be unveiled.

What is CMUST?
Since its inception in 2004, IAB Canada’s Canadian Media Usage Trends Study (CMUST) is the only Canadian study crossing all major media and combining each channel’s research audience currency of record. The study documents consumers’ changing media consumption across all media 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 and more time to the Internet. This includes simultaneous usage of TV and the Internet, Car Connectivity, Wearables, Multi-platform data from comScore, and the impact of Ad Blocking.

Following the Metrics event in Toronto on November 28, 2017, join us for the AGM. A year in review and what to expect for 2018. Please note, the AGM is for IAB Canada members only.

Time Agenda Items

12:00 – 1:00pm  Registration

1:00 – 1:05pm  Welcome & IntroductionSteve Rosenblum – Director of Research – IAB Canada

1:05 – 1:10pm  Welcome Message – Darlene Stewart – Executive Director, Groups & Events – Cineplex

1:10 – 1:40pm Fireside Chat : Numeris Cross Platform Audience Measurement Test (Video Audience Measurement) with Kantar Media and comScore

Learn about Numeris’ recently announced partnership with Kantar Media/comScore to test Numeris’ cross-device, multi-screen Video Audience Measurement (VAM) methodology in Canada. What are the potential implications for media planning and buying? 

  • Moderator – Steve Rosenblum – IAB Canada

  • Catherine Kelly – VP, Product – Numeris

  • Brent Bernie – General Manager – comScore Canada



1:40 – 2:50pm  CMUST 2017 – Mapping Media on Canada’s 15,000th Anniversary – Rob Young – Senior VP Director of Insights and Analytics – PHD Canada

Canada’s “150th anniversary” this year, is a misnomer if ever there was one. Add two 0’s to 150 and we have a closer sense of the actual age of this landmass. Canada once was a vast entity made up of unexplored area and today the Internet medium is also, to a large extent, unexplored.

This presentation attempts to map many components of the Internet medium on the longitude of weekly Reach and latitude of weekly time. The legacy media serve as points of comparison.

Our 9 chapters of “discovery” are;

  1. Devices – 9 routes for accessing the Internet.

  2. Mapping Media – by REACH longitude and TIME latitude.

  3. E-Commerce – Here lies monsters. The fear of the E-Commerce unknown.

  4. Online Audio – An outpost on the edges of Internet revenue.

  5. Video – An expending frontier.

  6. Unearthed – New Internet territory to be explored.

  7. Online Traffic – Turning the map upside down.

  8. Money – In search of fortune.

  9. Summary – The end of the journey?



2:50 – 3:05pm BREAK

3:05 – 3:35pm Benchmarking Private Marketplace Activity – Jocelyn Gillespie – Principal Analyst – Index Exchange

Join Index Exchange’s Principal Analyst for a deep dive into the Canadian Private Marketplace dynamics. You’ll hear a careful analysis of marketplace activity and key measures of the success for publishers and buyers. We’ll also examine the shift in the demand landscape year over year and touch upon how publishers can ensure they maintain a healthy Private Marketplace configuration.

3:35 – 4:05pm Digital Trends 2018: Outlook for the Canadian Market – Paul Briggs – eMarketer

As digital transformation sweeps across every organization and sector, brands and agencies are trying to discern the impact for marketing. Paul will cover eMarketer’s findings related to emerging trends and how they apply specifically to the Canadian market. Some key questions addressed include:

  • How are marketers using artificial intelligence (AI) to glean consumer insights and optimize engagement?

  • What emerging digital formats will generate the most investment in 2018?

  • What are the implications of stricter privacy regulations for digital marketing?



4:05 – 4:15pm BREAK

4:15 – 5:00pm IAB Canada Annual General Meeting (for IAB Canada members only)

5:00 – 6:15pm Cocktails + Networking

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