The traditional customer journey—a predictable, linear path from awareness to purchase—is a relic. Today's Canadian consumer engages in a complex, multi-faceted journey that involves searching, streaming, scrolling, and shopping across countless touchpoints, often simultaneously. In fact, every day, consumers interact with around 130 mobile touchpoints.
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At The Gathering in Banff last week, the conversation about AI and creativity got uncomfortably real… in a human kind of way.
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Search is no longer just keywords and blue links. AI is rapidly transforming how people find and act on information. Users are turning to conversational assistants like Perplexity, Claude, and Brave Search, where answers, recommendations, and even transactions happen within the interface.
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Voice-enabled AI is reshaping how people search, shop, and engage with media. Audio is emerging as the most natural interface for this shift. The new IAB Global report, Advertising’s Interactive Audio Future (October 2025), offers a timely look at how conversational technology is creating new marketing opportunities.
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IAB Canada launches the AI Use-Case Map, a practical guide to help teams move from hype to hands-on results.
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We spoke with Kaitlin Forbes, Director, Product Marketing at Quantcast, about the evolution of AI in marketing. She explained that artificial intelligence isn’t new, but the fundamental shift is from automation to autonomy.
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Cloudflare’s latest launch and IAB Tech Lab’s Content Ingest API mark a turning point for fair use in the age of generative AI.
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As AI transforms the way people discover and consume information, it is also changing how publisher and brand content appears online.
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At Interact 2025 in Brussels last week, it became clear that European stakeholders are using creativity, AI, and collaborative frameworks not just to adapt to change, but to shape it. For Canadian marketers, policymakers, and media partners, there’s real value in watching how Europe is moving.
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IAB Canada was thrilled to participate in the IAPP’s 25th Anniversary Conference this week in Toronto. As Canada faces rising global competition, fast-moving AI innovation, and increasing privacy risks, public and private sector leaders are being called to respond with practical, forward-looking solutions.
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IAB Canada congratulates Prime Minister Mark Carney on his election victory and welcomes the opportunity to work with his government on innovation, privacy, and responsible AI development.
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The digital advertising industry is on the brink of transformative change in 2025, fueled by advancements in artificial intelligence, automation, and a heightened focus on privacy compliance.
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