Connected TV (CTV) took center stage at IAB Canada’s Data Night Toronto featuring key players from Roku, Yahoo DSP, Corus Entertainment, Rogers Sports & Media, KINESSO, and Magnite. The event explored shifting audience behaviors, the complexities of addressable audiences, and innovations in data-driven advertising.
Roku’s Video-on-Demand Evolution Study – The Changing Landscape of Streaming
Ivan Pehar, Ad Sales Director at Roku Canada, kicked off the discussion by presenting insights from Roku’s Video-on-Demand Evolution study. Roku’s success in Canada is evident, with over 5 million households using Roku devices and over 13 million Canadians accessing its platform.
The study highlighted the shift from traditional television to streaming, where audiences now dictate their viewing schedules, making content discovery a crucial aspect of engagement. According to Roku’s data, ad-supported streaming is on the rise, with 69% of streamers reachable via advertising. Pehar emphasized the opportunity for advertisers to target these audiences effectively, particularly in prime time and on weekends when CTV consumption peaks.
Pehar also introduced innovative advertising solutions, such as Roku’s interactive home screen ads, which allow brands to connect with users before they start streaming. The ability for users to engage directly with ads, such as receiving mobile notifications or purchasing products, represents a new frontier for digital advertising.
Building the Future of Streaming Advertising
Moderated by Wade Kuiken-Rogers, SVP of Strategy and Partnerships at Group M, this lively panel discussion brought together experts from major media and tech companies to discuss the future of CTV advertising in Canada.
Addressable Audiences in CTV
The panelists explored how advertisers can effectively reach audiences through addressable TV. Rose Hutchison (Rogers Sports & Media) highlighted the importance of first-party data in cohort-based targeting, allowing advertisers to reach specific audience segments at scale. Michela Andreana (Yahoo DSP) emphasized the flexibility of demand-side platforms (DSPs) in integrating with multiple inventory sources to enhance targeting precision.
Philippe Kleim (Corus Entertainment) acknowledged the challenge of fragmentation in the CTV space, noting that while technological advancements allow for greater audience segmentation, the complexity of execution remains a barrier to adoption. He stressed the need for a streamlined approach to unify addressable audiences across platforms.
Challenges in Measurement and Performance
Measurement remains a significant hurdle in CTV advertising. Advertisers want performance-driven outcomes, but the lack of standardized metrics complicates ROI assessment. The panel discussed the growing demand for solutions that unify linear and digital reporting to provide a total TV view.
Kleim and Hutchison noted that advertisers are now seeking more transparency on content placement, resembling traditional linear TV buying habits. As a result, there is a renewed focus on ensuring ads appear in high-quality, brand-safe environments.
The Growth of Live Sports Streaming
Live sports present a unique opportunity for CTV advertisers, but programmatic buying in this space is still in its early stages. Hutchison highlighted the challenge of real-time bidding in live events, explaining that traditional DSPs are not yet optimized for live inventory. As a result, broadcasters rely more on direct deals for monetization.
The panelists agreed that simplifying programmatic buying for live sports will unlock significant opportunities, especially given the high engagement levels of live audiences.
Leveraging Data for Smarter Advertising
The final session featured Christy MacLeod (Chief Data & Solutions Officer, KINESSO) and Mike Reeves (Senior Sales Director, Magnite), who discussed the role of data in shaping the future of CTV advertising.
MacLeod stressed on the importance of privacy-compliant data collection, noting that Acxiom, a subsidiary of KINESSO, conducts rigorous privacy impact assessments to ensure compliance with evolving regulations. The conversation was a reminder that clean rooms are becoming essential for secure first-party data activation in CTV.
Reeves and MacLeod also discussed the industry’s shift towards attention-based measurement, which assesses the quality of ad engagement rather than relying solely on traditional viewability metrics. By integrating data at the supply-side level, advertisers can better filter audiences and optimize campaign performance.
MacLeod ventured into top line remarks about the trend towards agencies looking for more control of the supply chain and briefly touched on interesting developments around proprietary SSPs and how they might contribute towards greater efficiencies and transparency.
Moving Towards a Unified CTV Ecosystem
As CTV continues to evolve in Canada, industry leaders are actively working to bridge the gaps in addressability, measurement, and programmatic execution. The consensus from the event was clear: while challenges remain, the future of CTV advertising lies in collaboration, innovation, and the strategic use of data to drive more effective campaigns.
These insights are best heard in person, directly from the experts who are shaping the industry. The IAB Canada community has another “date” with CTV later this year. Register ahead for the next IAB Canada Data Night Toronto: Video Insights for Success on September 18, 2025. This exclusive event will bring together industry leaders to explore the latest trends in video advertising, measurement, and innovation. Don’t miss the opportunity to gain firsthand knowledge and network with key players in the space. Register now at IAB Canada Data Night Toronto. Please note, this event is likely to sell out.