State of the Nation 2025: Vancouver

IAB Canada kicks off with the industry’s latest advertising revenue data and examines the complex relationship between AI, consumer trust, and workforce evolution. Get early insights into the financial pulse of the industry and the ethical implications of emerging technologies.

Sonia Carreno, President, IAB Canada

Stay ahead of the curve with a deep dive into the latest trends shaping Canada’s digital ecosystem. This session will explore essential insights to help refine your marketing strategy for the year ahead, including cross-platform measurement, evolving consumer habits across devices and formats, major category usage, Canadian perspectives on the role of AI, social media trends, and the key players driving digital transformation. Whether you’re building campaigns or adjusting course, this data-driven overview will equip you to make smarter, more informed decisions in 2025.

Bryan Segal, Senior Vice President, Commercial, Comscore

Understanding the quality and intent behind data signals is mission-critical. Building on IAB Canada’s latest perspective—Weak Signals, Strong Consequences—this panel will explore the implications of signal degradation, the urgency for greater transparency, and what the industry must do to restore trust in the programmatic supply chain. 

Join us for a forward-looking discussion that will challenge assumptions, provide clarity, and help chart a smarter path forward for digital advertising in Canada. 

Moderated by Jason Snider, President, Canada West, Omnicom Media Group

Panelists:

• Dominic Laforest, Sales Director – Western Canada, LG Ad Solutions
• Noel Geer, CEO & Co-Founder, Connected Interactive
• Zac Goodman, Partner, Chief Strategy Officer, Mediology

Across the digital advertising industry, there is a growing focus on sustainability, transparency, and the optimization of media supply paths. Within this context, the question of what defines Canadian media has come into sharper focus. Definitions vary across stakeholders—shaped by content ownership, audience, distribution models, and more—making it a nuanced topic with no singular answer. 

Drawing on insights from IAB Canada’s Enterprise 2025 Industry Barometer Report, this panel will explore how different parts of the ecosystem are approaching the idea of a sustainable supply chain, what it means to support Canadian media in practice, and where alignment is needed to move the conversation forward. 

This session will offer a grounded look at the evolving dynamics of media investment and supply chain responsibility in the Canadian market. 

Moderated by Kamyar Ezzati, Project Lead – Paid Search and Social, Media Monks

Panelists:

• Paula Festa, SVP of Sales, illumin

• Drinks and passed canapés