Humans of Digital spotlights the people shaping Canada’s digital advertising industry, celebrating their expertise, insights, and personal stories.
Meet George Leith
Job Title:
President, International Partnerships
Social: 
Company:
I lead AdCellerant’s global expansion strategy, focusing on markets in Canada, United Kingdom, and beyond. Working to cultivate strategic partnerships to enhance international team growth and strategic partner acquisition. Leverage my 40 years of marketing and business development skills to establish AdCellerant as a recognized global brand.
What’s one project, campaign, or achievement you’re most proud of in your career so far?
Over 10 years beginning in 2013 I joined Saskatoon, Sk based technology company Vendasta as the first sales hire. Growing the customer facing teams to over 250 people serving thousands of partners in 20 countries with over $100M in ARR.
What’s the best piece of professional advice you’ve ever received?
Only thing constant is change, a focus on personal development and life long learning ensures your professional relevance.
What excites you most about the future of digital advertising in Canada?
Technology has become democratized, access to tech is allowing more businesses, regardless of size and resources to access the latest and best solutions to solve their marketing challenges.
In your view, what’s the biggest opportunity for our industry right now — and what’s the biggest challenge?
Education of the ever changing marketing industry has never been more important. Helping early career or experienced team members continue to grow skill sets and competencies.
If you could change one thing about the industry overnight, what would it be?
More focus on integrity, when people don’t operate with this core value it hurts the trust in the entire industry.
Which trends, tools, or innovations are you keeping your eye on this year?
AI advancements in increasing efficiency and effectiveness in business development motions.
What role do you think collaboration through IAB Canada plays in driving industry growth?
Collaboration through IAB Canada plays a pivotal role in driving industry growth in the Canadian digital advertising and marketing sector by fostering knowledge sharing, standardizing practices, and enabling strategic partnerships that amplify innovation and market expansion. As the national voice for interactive advertising, IAB Canada acts as a central hub where stakeholders—ranging from agencies and brands to publishers and tech providers—can connect, exchange insights, and collectively address challenges like evolving regulations, AI integration, and data privacy. This collaborative ecosystem not only accelerates individual business success but also elevates the entire industry’s competitiveness on a global scale.
Getting Human
Coffee, Tea, or Something Stronger?
Coffee
Creative boost go-to?
Topline Podcast by Pavillion
If your career were a movie, what would the title be?
“Wolf of Wall Street” mashed-up with parts of “In the Air” and “Founder”.
Complete the sentence – “The future of digital advertising in Canada is…”
The future of digital advertising in Canada is poised for resilient growth amid economic headwinds, powered by AI-driven innovations, privacy-enhancing technologies, and a shift toward programmatic and omnichannel strategies that prioritize consumer trust and measurable outcomes. With projected digital ad spending exceeding $17 billion in 2025—representing over 68% of total ad budgets—the industry is adapting to challenges like data privacy regulations and US trade uncertainties by embracing tools such as on-device analytics, secure multi-party computation, and first-party data strategies. Emerging trends like hyperscale social video, short-form content, AR experiences, and blockchain for fraud prevention will further fuel this evolution. Ultimately, it’s a future defined by ethical, tech-savvy adaptation that turns potential disruptions into opportunities for brands, agencies, and consumers alike.
George pairs four decades of go-to-market experience with a teacher’s mindset. From scaling Vendasta’s customer teams to shaping AdCellerant’s international expansion, he leans on education, integrity, and practical AI to raise the bar. With collaboration through IAB Canada and a focus on skills development, he sees a resilient path forward—where trusted partners, smarter tools, and continuous learning drive real results.
Ready to lean in? Read more Humans of Digital stories and join IAB Canada to get involved in our committees, working groups, and cross-industry initiatives.