In an industry increasingly shaped by automation, AI and efficiency-driven tools, the human element of media sales has never been more important. IAB Canada partnered with Dale Carnegie Training this month to host a media sales-focused workshop on rehumanizing the media sales experience. The session brought together all levels of sales teams from across the industry for an evening of fun, interaction, and practical professional development. 

Attendees were fully engaged, and their participation demonstrated how motivated the industry is to pursue deeper human connection with media buyers. Technology has pushed our soft skills to the side, and it was refreshing to see this commitment from the supply chain to show up and support the humans behind what makes our industry in Canada strategic and progressive.  

People buy from people. This experience was designed to remind media professionals of the power of human connection. The Dale Carnegie approach encouraged participants to build confidence, stay genuinely curious, and focus on meaningful relationship building that drives successful outcomes. 

IAB Canada remains committed to helping digital professionals meet and exceed the expectations of today’s dynamic market. The enthusiastic response to this collaborative Skills Lab highlights the importance of continuous learning, particularly in a field defined by rapid change. 

We will continue to invest in opportunities that empower our community to strengthen their expertise, deepen their industry relationships, and reach new levels of professional success. Keep an eye on upcoming IAB Canada events for details on upcoming Skills Labs and focused workshops.