IAB Canada https://iabcanada.com Powerful Digital Leadership Thu, 13 Jan 2022 19:03:40 +0000 en-US hourly 1 https://wordpress.org/?v=5.8.3 IAB Canada Annual 360 Media Survey Delivered https://iabcanada.com/iab-canada-annual-360-media-survey-delivered/ https://iabcanada.com/iab-canada-annual-360-media-survey-delivered/#respond Thu, 13 Jan 2022 18:46:57 +0000 https://www.iabcanada.com/?p=18268 We are happy to announce that, once again, IAB Canada has completed the delivery of the 360 Study for all participating sponsors. Since 2014, we have been conducting this invaluable annual benchmark research program to assist top Canadian digital media sellers in understanding…

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We are happy to announce that, once again, IAB Canada has completed the delivery of the 360 Study for all participating sponsors. Since 2014, we have been conducting this invaluable annual benchmark research program to assist top Canadian digital media sellers in understanding how to build better relationships with advertising agencies and marketers. Over the years we have provided the industry with trending on the areas of focus that matter most for the buyside when it comes to investing in digital media. Each year, we discover important insights that affect not only the participating members, but also the way in which IAB Canada plans its programming to help drive positive change and raise all boats. 

The 360 Study digs into over 20 key attributes that matter most to the media buying community. These include everything from business interactions and customer support to thought leadership and results. After delivering custom reports to each participant (which tells them exactly where they rank competitively in our market) IAB Canada studies the aggregate industry report card to uncover areas of opportunity for the industry at large. This year was no different and we are quite pleased with the general results.

“The 360 study provides Twitter with insights into where we stand competitively, helping to drive strategic direction and provide benchmarking for our teams each year” – Alyson Gausby, Head of Research at Twitter Canada

In 2021 we saw significant growth across key areas like the adoption of fraud prevention measures, transparent operational dealings and thought leadership – all top priorities within the Canadian industry. We also identified a reach challenge which is presumably related to fragmentation and closely linked to ongoing measurement challenges. An area that we will be spending more time on in 2022 and discussing at our upcoming Digital for Reach event next month.

This year’s findings also indicate that media sellers who can package cross-media opportunities will be top performing, while noting that publishers across the board will be well served to continue with their demonstration of thought leadership and provisions for useful training and education. Addressing the top priorities when it comes to quality, transparency, brand safety and compliance with regulations, IAB Canada will be releasing the Gold Standard program this year to provide media buyers with a level of comfort and security when they invest in a certified supply chain.

We would like to thank the participants of the 2021 study. This report provides benchmarking and concrete directional insights that our valued members take seriously. We have seen positive improvements across those that have been part of the study for 7 years. We look forward to kicking off the 2022 reporting later this year and the call out for participation is officially open – reach out to research@iabcanada.com

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Back Online – Literally. https://iabcanada.com/back-online-literally/ https://iabcanada.com/back-online-literally/#respond Thu, 13 Jan 2022 18:42:42 +0000 https://www.iabcanada.com/?p=18266 By all accounts, the industry has come back online after a much-needed winter break. Many members are starting to reach out to get a sense of what we anticipate seeing over the coming months. Early indications are that digital is…

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By all accounts, the industry has come back online after a much-needed winter break. Many members are starting to reach out to get a sense of what we anticipate seeing over the coming months. Early indications are that digital is heading into another strong year as we encounter continued pandemic-related uncertainties.

In the final weeks of 2021, we provided some thoughts on the emerging supply chain shortage issue and its potential impact on our industry. In the first weeks of 2022, we continue to see reports about sparse shelves at grocery stores, price increases and more systemic concerns about the global outlook for the coming months. Omicron’s impact on the global labour force has added intense strain to the goods and services industry as governments struggle to adjust guidelines around testing and isolation requirements. While digital media continues to provide flexibility and a reliable means to address audiences for the huge demand on ecommerce, slowed delivery and supply issues are beginning to take its toll on what was initially a pandemic-proof channel. 

Encouragingly, we have seen the retail sector deploying strategies to help manage consumer expectations including the use of recommendation engines, notification services that will communicate when items become available again and generally, better filtering mechanisms within commerce enabled environments. While retailers cope with supply chain issues, consumers are increasingly reported as “not ok”. A recent survey released by Bromwich + Smith found that:

  • 48% of Canadians say the uncertainty they are facing in the first days of 2022 is weighing more heavily on them than during the initial lockdowns in March of 2020.
  • The number one stressor, reported by 82% of those surveyed, was inflation and an increase in the cost of living. This was followed by physical and mental health, at 70%, and COVID-19 restrictions at 66%. 

The mental and financial stress being experienced by Canadians could potentially have an impact on the pent-up demand that had been anticipated for 2022. Social media feeds filled with mental health-related content and declarations of resignations are also symptoms of a global labour crisis that is impacting every sector including the digital media industry. Job openings continue to soar and the competition for talent continues into the new year. Inflation is felt across the entire value chain from cost of labour and operations as well as a persistent strain on supply. IAB Canada is currently in-field with a Barometer Report to check on media cost inflation and will be reporting findings in February at our Digital for Reach event.

Digital media remains the channel of choice when flexibility is most valued. We are expecting another year of growth as more investments flow in from linear media. That is why 2022 will be a landmark year for measurability, raised standards and accurate valuation. We must not conflate inflation with market correction – it is well known that digital media has been undervalued. The tremendous amount of work accomplished over the past few years to address supply chain security, viewability and other issues that may have cast doubt on the value of a digital impression, has inevitably paid off.

With higher standards for the supply chain, come the increased responsibilities across the entire industry to ensure compliance with a patchwork of regulations that continue to emerge globally. 

Our work on privacy also continues as we near the launch of the global privacy platform to roll out in Canada first. Other areas of focus for us will be the online gaming regulations, elections law amendments and age-gating requirements for marketing to kids and youth. Finally, our social responsibilities continue this year with our collective work to promote equity, diversity and inclusion (ED&I) and our commitment to driving efficiencies in the digital supply chain from an environmental impact perspective. All this work must also be done while adjusting to the cookieless world of addressability! We have a busy year of work ahead and a lot of collaborating to do.

In the meantime, our industry continues to work from home and our interactions remain screen based. While it is not the way we had envisioned the start of 2022, our community remains strong and our commitment to one another to stay in this together is unshaken. We have a year of exciting content planned for our members and we look forward to navigating out of the pandemic stronger than ever. Let’s get started!

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A note from IAB Canada’s President before you power down for the holidays https://iabcanada.com/a-note-from-iab-canadas-president-before-you-power-down-for-the-holidays/ https://iabcanada.com/a-note-from-iab-canadas-president-before-you-power-down-for-the-holidays/#respond Sat, 18 Dec 2021 01:09:05 +0000 https://www.iabcanada.com/?p=18193 Dear IAB Canada Members and Canadian Digital Media Community,

Sonia Carreno President, IAB Canada

As 2021 comes to a close, I’d like to take a moment to reflect on a year that has brought our industry together in meaningful ways.…

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Dear IAB Canada Members and Canadian Digital Media Community,

Sonia Carreno President, IAB Canada

As 2021 comes to a close, I’d like to take a moment to reflect on a year that has brought our industry together in meaningful ways. After an unprecedented health crisis that left our economy reeling in uncertainty and cautionary activity, 2021 left us with the extraordinary task of recovery and re-imaging for the future. All stakeholders in our value chain were impacted by the pandemic and many are still working through its latent effects. Our members have reported on several challenges facing their businesses. However, they have also shared great wins in recovery, innovation, and adaptation to the new realities we are presented with for the year ahead.

Digital advertising has fared well through the crisis. Advertisers have recognized the value of flexibility and the undeniable return on investment the channel offers. Most publishers have experienced near to full recovery from the previous year and are holding strong into Q4. eCommerce continues to grow in Canada and with it, an increased demand for online advertising to drive the sector. New developments in Digital out of Home and Audio have invigorated creative opportunities while traditional digital channels are being used more intelligently to capture upper funnel activity. Meanwhile, we are seeing great progress in cross-media measurement as new capabilities and technologies emerge.

Moving Towards Cookie Independence Infographic

Moving towards cookie independence, the industry is working tirelessly to adapt to new means to addressing audiences online. Contextual advertising has won the attention of advertisers which bodes well for more robust, digital content strategies. Privacy-first solutions like UID2 and FloC have gained traction and are moving closer to testing, providing much needed confidence for the future of personalization and future-proofing the medium.

While tighter Canadian privacy laws were not passed this year at the federal level, the passing of Bill 64 addressing Quebec’s provincial privacy legislation has been received as an early warning of things to come. We must level-up our practices to ensure the responsible growth of our industry. IAB Canada continues to work towards the TCF framework as part of the IAB Global Privacy platform, designed to bring a consistent and recognized approach to consent-based advertising. In the meantime, we are pleased to see the industry getting ready by engaging with consent management strategies and partners to help prepare for inevitable changes to the law.

The digital advertising industry was not immune to “the big quit”. Our members have reported on talent shortages since Q1 and our sector continues to struggle to fill roles. The talent shortage is being felt across all stakeholder groups and across all departments and levels. The employee market is sure to have a knock-on effect on rising costs of inventory and services in the coming year. Importantly, as organizations sort through their new virtual, in-person or hybrid office policies, we will see increased attention towards building culture and integration to match our new ways of working.

We have seen great strides in the industry’s efforts on the Diversity, Equality and Inclusion front. Many of our members have charted paths forward and are taking real action for change. As evidenced in the many participants in our IAB Canada DEI charter, this was a top priority in 2021 and we look forward to seeing continued efforts in the new year.

In early Q3 we began to follow the supply chain shortages that would eventually impact our sector. Online retailers have had to adapt their media activity to reflect inventory issues and as with every challenge, this need has driven innovation in martech solutions as well as data analysis. We anticipate a growing lumascape of tech solutions in 2022 that help automate media activity and allow advertisers to calibrate spending with volatile inventory fluctuations.

Another emerging issue for our industry is the demand for environmental action. Our entire value chain is looking to make great commitments towards net zero carbon media. IAB Canada is working with our members and our global network to help define this more practically for our industry. The good news is that IAB Canada and IABs around the world have been making a positive impact with every innovation towards supply chain clean-up. A supply chain with less bad actors and fraudulent ad bids coupled with elegant coding results in less computational power wasted. Our efforts in a safe and efficient supply chain will continue in the new year and we expect this to have a significant win-win effect for advertisers as they see higher efficiency while significantly reducing their carbon footprint.

There is much work ahead in the coming months and we will be busy over the next few weeks sharpening our keyboards and further developing and improving our members service offerings. I’d like to thank our IAB Canada community for supporting all of our initiatives this year. Together, we have made great strides towards securing our industry for responsible growth for the years to come and we look forward to continued momentum on all fronts.

On behalf of the IAB Canada team and its Board of Directors, I would like to wish you all a healthy and joyous holiday season. We look forward to seeing you in 2022! 

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Problematic Privacy Reform – Therrien’s Annual Report to Parliament https://iabcanada.com/problematic-privacy-reform-therriens-annual-report-to-parliament/ https://iabcanada.com/problematic-privacy-reform-therriens-annual-report-to-parliament/#respond Thu, 09 Dec 2021 17:51:20 +0000 https://iabcanada.com/?p=18164 Today Commissioner Daniel Therrien of the Office of the Privacy Commissioner (OPC) presented his office’s annual report to Parliament on the Privacy Act and the Personal Information Protection and Electronic Documents Act (PIPEDA). As he enters the final year of his term…

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Today Commissioner Daniel Therrien of the Office of the Privacy Commissioner (OPC) presented his office’s annual report to Parliament on the Privacy Act and the Personal Information Protection and Electronic Documents Act (PIPEDA). As he enters the final year of his term leading the helm, it is clear that Therrien wants to see a new federal law before he says goodbye. Unfortunately, it is one that is a departure from the now-dead Bill C-11.

In his letter to parliament, and in his subsequent press conference, he reflects on the past year and states “I was deeply concerned that Bill C-11, which died on the order paper when the election was called, would be a step backwards. With the opening of a new Parliament, I am hopeful that the government will make some of the changes we have proposed, and we look forward to working with them on legislative reform.” He then goes on to say “As a society we must project our values into the laws that regulate the digital space. Our citizens expect nothing less from their public institutions. It is on this condition that confidence in the digital economy, damaged by numerous scandals, will return.”

Fundamentally, IAB Canada and its members would agree that Privacy needs reform but it was concerning to us to note his positive shout out to Quebec’s new Bill 64 and it’s human rights approach to privacy. Therrien also includes some additional colour on why he believes AI was not adequately addressed in the proposed Bill C-11. The laundry list of items that he wants addressed as top issues in a new federal law are unpacked in detail and include: 

  1. Enable responsible innovation
  2. Adopt a rights-based framework
  3. Increase corporate accountability
  4. Adopt similar principles in public and private sectors laws 
  5. Ensure Canadian laws are interoperable, internationally and domestically
  6. Adopt quick and effective remedies, including giving my office the authority to make legally binding orders against offenders and to impose meaningful monetary penalties where warranted.
  7. Inclusion of AI specific considerations and recommendations including clarity regarding the role of inferential data in categorizing and profiling individuals

While most of this is not a surprise it should be noted that a revisit to what was generally considered a fair revamp of PIPEDA could result in more stringent regulation. To date, policy makers at ISED who drafted the Bill have not said that they will bend to the OPC’s wish list. We will be paying close attention to this. Minister Champagne has said that a new Bill will likely be tabled in the coming year, and we have also been told that the OPC will be holding another consultation with industry in the first part of 2022. IAB Canada will once again work with our privacy working group to provide meaningful input to the OPC and ISED and ensure that the voice of the digital advertising industry is heard loud and clear. You can find our past submissions here to both ISED and the OPC.

If you are an IAB Canada member and would like to join the conversation, please reach out to policy@iabcanada.com

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IAB Tech Lab’s Roadmap of Standards for a Brighter (more transparent) Future https://iabcanada.com/iab-tech-labs-roadmap-of-standards-for-a-brighter-more-transparent-future/ https://iabcanada.com/iab-tech-labs-roadmap-of-standards-for-a-brighter-more-transparent-future/#respond Thu, 09 Dec 2021 15:09:48 +0000 https://iabcanada.com/?p=18161 After Google hit pause on cookie deprecation this summer, the digital advertising industry took a collective breath and then promptly got back to work. One industry expert at this weeks’ IAB Tech Lab Addressability Road show recalls – it was…

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After Google hit pause on cookie deprecation this summer, the digital advertising industry took a collective breath and then promptly got back to work. One industry expert at this weeks’ IAB Tech Lab Addressability Road show recalls – it was the moment when stakeholders of all sizes took firm hold of their power and the destiny of our industry dreaming up the new future reality with newfound sense of optimism and integrity. Staying true to their roots, the global IABs and the IAB Tech Lab spent 2021 leading the charge to educate members and develop standards around addressability and accountability which will allow the value of targeted advertising to shine through via the spectrum of options that are on the horizon. 

A panel of industry experts sat down yesterday to discuss the new reality and one thing was made abundantly clear – there is no easy way out – and to change the current perception of our industry it is going to take hard work from all ends of the supply chain. This will undoubtedly result in higher levels of consumer trust and a competitive advantage to those who take part (and maybe even some positive acknowledgment from regulators). Hiding behind contracts and privacy policies is no longer enough and we need to create standards that are easier to understand and enforce if we are to have the scale, we are looking for in the post 3rd party cookie world.  

As an extensive cast of identifiers are preparing to hit centre stage, the industry critically needed a tool to provide companies with a way to disclose which unique-to-user identity sources (“IDs”) they use to allow brands, agencies, and publishers who are integrated with identifiers from different providers to quickly recognize the supply paths in which they can activate addressable audiences.  To address this head-on, the Tech Lab’s Project Rearc Addressability working group has released ID sources.json. Id-sources.json allows for increased transparency around who is using what and also permits all sides of the transaction to more quickly understand how to activate ad campaigns dependent on ID connections. 

The Tech Lab also launched their Transparency Centre which is a one stop resource that makes it easy for digital advertising participants — buyers, sellers, and ad tech companies — to see which standards media partners have implemented, their level of compliance, certification program results, and more. This will help ensure a safe, privacy-centric ad experience for consumers. This resource will continue to evolve as more standards become adopted across the industry. 

Meanwhile the Global Privacy Working group continues to work on a shared standard for communicating privacy signals through the digital advertising ecosystem. This effort will effectively streamline technical privacy standards into a singular schema and set of tools which can adapt to regulatory and commercial market demands across channels. The first market to benefit from this output will be Canada and we look forward to the launch of a PIPEDA compliant framework in early 2022. 

As we say goodbye to 2021 we can be assured that there is definitely a brighter – and more transparent – future ahead for all of us. One that is built on solid and sustainable industry standards. IAB Canada will continue to sit at the table of the Tech Lab working groups and keep our members abreast of all developments. We encourage you to join the conversation by reaching out to committees@iabcanada.com

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IAB Tech Lab Releases OpenRTB 2.6 For Public Comment https://iabcanada.com/iab-tech-lab-releases-openrtb-2-6-for-public-comment/ https://iabcanada.com/iab-tech-lab-releases-openrtb-2-6-for-public-comment/#respond Thu, 09 Dec 2021 07:23:46 +0000 https://www.iabcanada.com/?p=18159 OpenRTB 2.6 Provides Incremental Improvements to Support Pod Bidding for Connected TV 

IAB Tech Lab has released OpenRTB 2.6 – the communication protocol that enables real-time buying and selling of digital ad inventory for public comment until February 7, 2022. …

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OpenRTB 2.6 Provides Incremental Improvements to Support Pod Bidding for Connected TV 

IAB Tech Lab has released OpenRTB 2.6 – the communication protocol that enables real-time buying and selling of digital ad inventory for public comment until February 7, 2022. 

Among several new features in OpenRTB 2.6 is that it enables seamless buying of Connected TV (CTV) inventory by introducing structured, dynamic, and hybrid ad pods. 

Why is ad pod bidding important?

An ad pod is shared as a single request but to maximize revenue, publishers are able to set individual floor prices for each slot within a pod. Because slots within a pod may have varying value, the flexibility to do this is critical. Per pod bidding also offers greater cost-savings for SSPs and DSPs, because multiple slots can come through in a single request. 

By seeing the whole pod, marketers gain more marketplace transparency and also get a chance to bid on more than one slot per pod. As a result, per-pod bidding means better monetization opportunities for publishers and greater bidding efficiency for marketers.

Ad pods simultaneously bring structure and flexibility to ad breaks within CTV content, enabling advertisers to place multiple ad requests in one bid request. Structured pods have a fixed number of ads, all with specified lengths, whereas dynamic pods have a fixed duration for the ad break; however, there is flexibility in the number of ad slots and their length. Hybrid pods combine features of both structured and dynamic pods. The addition of ad pods in CTV brings ad buying in line with the way traditional TV advertising is bought and sold, with the added benefit of flexibility enabled by digital real-time ad bidding. 

The improved flexibility offered by ad pods allows media companies to better monetize their CTV commercial breaks by providing a more comprehensive range of monetizable CTV inventory to which advertisers are accustomed in traditional TV. This will drive higher fill rates within each pod. 

“This is great news as we continue to see rapid growth in programmatic CTV transactions. Developing a solution for podded requests sets us up for sustainable growth as we transition from traditional to automated buying” said Sonia Carreno, President of IAB Canada. 

The additional benefits of OpenRTB 2.6 for programmatic buying are: 

  • The enablement of faster and more frequent changes in lists and enumerations included in OpenRTB through the use of AdCOM. Earlier versions of OpenRTB required a full upgrade of version to facilitate changes, the use of AdCOM means that lists can be updated and implemented independently 
  • Improved support for contextual buying and selling by making it easier to signal the various taxonomies from IAB Tech Lab in the bid request 
  • Introduction of Network and Channel objects to support CTV inventory description 

To review the proposed standard and provide feedback, please go to: https://iabtechlab.com/standards/openrtb/

IAB Canada will be circulating the document within the programmatic, video and ad tech working groups and as always, encourage feedback and discussion during the 60-day commentary period.

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IAB Canada Releases Diversity, Equality and Inclusion Podcast https://iabcanada.com/iab-canada-releases-diversity-equality-and-inclusion-podcast/ https://iabcanada.com/iab-canada-releases-diversity-equality-and-inclusion-podcast/#respond Thu, 02 Dec 2021 14:58:49 +0000 https://iabcanada.com/?p=18106 IAB Canada is proud to release our Diversity, Equality, and Inclusion Podcast. This four-part series, powered by Triton Digital’s Omny Studio, is the first step in our commitment to foster a more inclusive industry by kicking off open and honest…

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IAB Canada is proud to release our Diversity, Equality, and Inclusion Podcast. This four-part series, powered by Triton Digital’s Omny Studio, is the first step in our commitment to foster a more inclusive industry by kicking off open and honest discussions around topics such as targeting, algorithmic biases, culture, language and creative. This product – established out of the IAB Canada DEI working group aims to encourage those in our industry to recognize existing biases while openly listening to others as they share their unique lived experiences

The first two of this four part series are now available and we encourage you to take the time to listen, learn and share ideas in order to become a change maker in your own organization and our community at large. If you are an IAB Canada member and would like to join this important conversation, please reach out to commitees@iabcanada.com

You can find the podcasts here.

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IAB Canada Announces the 2022 Board of Directors https://iabcanada.com/iab-canada-announces-the-2022-board-of-directors/ https://iabcanada.com/iab-canada-announces-the-2022-board-of-directors/#respond Thu, 02 Dec 2021 12:34:11 +0000 https://www.iabcanada.com/?p=18093 IAB Canada is thrilled to release the new slate of Board of Directors announced at this week’s Annual General Meeting.

Jeff Lancaster, Agency Lead, North America at LinkedIn has been appointed as the new Chairman of the Board of Directors…

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IAB Canada is thrilled to release the new slate of Board of Directors announced at this week’s Annual General Meeting.

Jeff Lancaster, Agency Lead, North America at LinkedIn has been appointed as the new Chairman of the Board of Directors and Gah-Yee Won, Head of Media Innovation and Growth at Intuit, was appointed as Secretary on the Executive Committee.

“It has been an honour to work with both Sonia and the IAB Canada Board of Directors over the past four years” said Andrew Saunders, outgoing Chairman.  “Together we have strived to provide greater leadership and value to our members through driving policy change, technical solutions and ensuring all voices are heard and supported to encourage a healthy digital ecosystem. As we move into the next phase of our ever-changing industry, the organization is well positioned to continue its leadership role in championing the strengths and capabilities of the largest communication medium in the country. The board, the association and industry are in great hands with the new Chairman, Jeff Lancaster, who brings a wealth of experience and knowledge to help IAB Canada continue to propel the industry forward.”

Newly appointed Board Directors include:

“We are proud to have such a diverse Board of Directors supporting the association and shaping its future. Representation across all stakeholder groups is critical as we embark on game-changing strategies for the industry. All stakeholders in our value chain should be leaning in at this important time in our industry as we face tightening regulations, new technologies and means to address audiences. Our new Board of Directors sets us up for success on all fronts”, said Sonia Carreno, President of IAB Canada.

Brad Jeffrey, Managing Director, Canada at Index Exchange

Ivan Pehar, Country Manager at Spotify Canada

Tina Barnes, General Manager, Canada at The Tradedesk

Andrew Myers, Head of Advanced Advertising at Rogers Media

Erin McGrath, Director, Customer Marketing at Scotiabank

Florence Butihen, Director, Digital Investments at Omnicom

IAB Canada, the voice of the online advertising industry in Canada, provides its members with thought leadership, research, advocacy, training, networking, and best-in-class tech solutions that are designed to promote the responsible growth of the online advertising sector. 

“Having worked across different disciplines within media and marketing, I have been able to experience first-hand the vital role that IAB Canada plays in driving the industry forward,” said Lancaster. “There has never been a more important time to be part of IAB as the industry is going through a tremendous reset and reinvention. I look forward to working alongside IAB Canada President Sonia Carreno, the Board of Directors, and IAB Canada members to help guide this industry forward and to continue to ensure that we create vibrant marketplaces that foster innovation and collaboration”, said Jeff Lancaster, Senior Agency Lead at LinkedIn North America and newly appointed Chair of IAB Canada.

The new Board convenes in February 2022 with the industry’s top priorities on the agenda.

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A 2021 Q4 Industry Round-up – IAB Canada’s Report on Data https://iabcanada.com/a-2021-q4-industry-round-up-iab-canadas-report-on-data/ https://iabcanada.com/a-2021-q4-industry-round-up-iab-canadas-report-on-data/#respond Thu, 02 Dec 2021 12:24:15 +0000 https://www.iabcanada.com/?p=18091 IAB Canada held its annual Report on Data event this week. This year’s discussions captured an industry that has undergone significant changes over the past two years while looking forward to tremendous opportunities around the corner. At the top of the agenda, was…

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IAB Canada held its annual Report on Data event this week. This year’s discussions captured an industry that has undergone significant changes over the past two years while looking forward to tremendous opportunities around the corner. At the top of the agenda, was the 2021 CMUST study. The report indicated significant growth in Connect TV and audio and cited eCommerce as a major driver in the growth of digital ad spend over the coming years among other things. Further insights uncovered by PHD’s reporting this year touched on some core themes that all stakeholders in the value chain should be aware of. Throughout the day, these core topics were elaborated on by several industry thought leaders. Following are some top line notes on the three main themes and important highlights that emerged through our discussions on Tuesday.

Emerging Reach Opportunities

Digital media continues to dominate reach with 95% of Canadian adults in 2019 online spending 5X more of their time on digital channels compared to other media.  COVID had a major impact on the content trends and drive-up subscription-based digital media consumptions. Average monthly household subscriptions increased by 8% in 2020 vs 2019 as people were forced to stay indoors.

Connected TV and Audio were cited as two major areas of growth for online advertising in the coming year(s). 

Television remains the most important device in the household and Smart TV’s have higher adaptation amongst 18–34-year-olds than all adults overall (80%+ vs 70%+).

While Broadcast video in demand (BVOD) has room for growth (10% market penetration of all Canadians both 18-34-years and 18+), a staggering 2/3 of Canadian population consume video through SVOD and AVOD, with 18-34-year-olds spending nearly 10 hours and the younger cohorts nearly 15 hours per week on the medium.

There is room for growth in terms of time spent in Audio. Like video, in terms of adult audience reach across traditional Radio it achieves just over 85% reach and nearly 15 hours of listening with younger adults listening less than 10 hours per week.

Online Radio lags behind other audio formats with reach levels hovering at 20% of both age groups and listening of about 1 hour per week.

Podcasts are more popular amongst the younger group; just over a 1/3 of Canadian young adults listen to 2.5 hours of podcast content per week (more than double of that of Radio).

Policy & Socially Driven Changes

Privacy-driven changes to the media landscape are having a significant impact on the way in which media buyers are approaching their planning in the future. Understanding the various means to address audiences in a privacy-first way is key and discussions on Tuesday suggested that depending on the method used, there could be a constricted supply and consequently, a rise in costs.Once again, the industry is talking about value and as the demand for greater controls and quality increase, we could see a corresponding incline in CPMs.

While the industry prepares itself with alternative means to reach audiences without third party cookies, there is a renewed interest in getting first party data organized and segmented in such a way that it can effectively interact with the supply chain to derive as much value as possible. This reality brings the subject of clean rooms to top of mind and initiatives like the one described by Environics, are welcome to the industry. Using anonymously sampled data models for reach and frequency planning is a concept we will be discussing in detail in 2022 and beyond. 

Cross Media Measurement

Measurement remains top of mind on the buy-side. Reporting and measurement in a standardized way to make informed decisions based on effective media investments, is in high demand. The good news is that the industry is making some progress as it comes together to agree on baseline requirements and standards from which to base measurement on. While finalized solutions have a long way to go, the future looks promising, and the technology is finally available to work with. As the buyside works to define their requirements, the supply chain stands at the ready to respond and we look forward to further reporting on testing in the marketplace in the new year.

IAB Canada would like to thank all of the speakers that participated in our Report on Data. Each year, this event helps set the tone for the coming months. The industry has a lot to think about and fortunately, the tools and requirements are becoming available to take important action.

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Resolve for Privacy Reform in 2022 https://iabcanada.com/resolve-for-privacy-reform-for-2022/ https://iabcanada.com/resolve-for-privacy-reform-for-2022/#respond Wed, 24 Nov 2021 20:58:03 +0000 https://iabcanada.com/?p=18040 As we head into the holiday season, privacy legislators are working double-time to pass stringent legislation with a goal of increased transparency and consumer control. Since September’s passing of Bill- 64, the new privacy legislation for la belle province, industry has been placed on high alert and is paying closer attention to all new requirements…

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As we head into the holiday season, privacy legislators are working double-time to pass stringent legislation with a goal of increased transparency and consumer control. Since September’s passing of Bill- 64, the new privacy legislation for la belle province, industry has been placed on high alert and is paying closer attention to all new requirements that will impact their business. Quebec’s new law is the most stringent we have seen in our country with even more complex requirements than the highest bar set out by Europe’s GDPR. Other provinces do not have the same requirements as Quebec and so, will all be deemed inadequate making our fear of interoperability a stark reality.   

Quebec policy makers have made an already complex area of business much more onerous and expensive. Within two years’ time when the requirements become mandatory, companies will be required to name a privacy officer, create an internal privacy program, and comply to a whole new set of statutes which will require additional resources and dollars. The fines are big, and the stakes are high, and it is time for our industry to put our heads down to agree on viable solutions to compliance without creating tech debt (the need to iteratively re-build as new legislations come into play).   

As a part of these efforts, IAB Canada is working with an assembly of cross-sector privacy professionals to develop helpful guidance with a goal to aid in compliance which will be shared with our membership once complete. 

Meanwhile, rumours are swirling that Ontario has agreed to stall their reform until after the provincial election. While not confirmed by the Office, it is said that they are instead spending their time brainstorming with federal regulators to develop a more comprehensive Canada-wide privacy legislation which would replace existing PIPEDA once passed. This is music to our ears as we have repeatedly stated our opposition to province-by-province laws that would only add unnecessary complexity and onerous compliance requirements to the Canadian business landscape. 

Not surprisingly, Commissioner Therrien announced last week at the annual Canadian Bar Association Access to Information and Privacy Law Symposium that his office will be launching a consultation with stakeholders as his office prepares for a period of transition that includes federal privacy law reform. The consultation will begin in March and will examine how the Office of the Privacy Commissioner of Canada (OPC) could enhance engagement with stakeholders on guidance and advisory work. It will also seek views on the procedural safeguards that should apply to the exercise of new order making powers. Therrien stated that “My office is committed to fairness and transparency in all of our processes, while we await the tabling of legislation, we believe it is valuable to hear from stakeholders at this early stage of the transition process.” IAB Canada will ensure that the voice of our industry is loud and clear and will turn to our privacy working group throughout the consultation as we have in our past submissions to both ISED and the OPC. 

Regulations across multiple jurisdictions whether international or homegrown, call for a global privacy framework that can interoperate across all markets and as such, IAB Canada continues its important work with IAB Tech Lab to release v1 of a Canadian-friendly Transparency and Consent string, that will provide consent management platforms with access to required signalling and allow vendors to continue to pass bid requests in compliance with both provincial and federal requirements. If you are an IAB Canada member and would like to join the privacy conversation, please reach out to policy@iabcanada.com 

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Rogers With the Home Field Advantage https://iabcanada.com/rogers-with-the-home-field-advantage/ https://iabcanada.com/rogers-with-the-home-field-advantage/#respond Wed, 24 Nov 2021 19:58:59 +0000 https://iabcanada.com/?p=18038 Data month continues at IAB Canada and as we prepare for our Report on Data event on November 30th, we have been connecting with some of our valued members to explore topics that range from privacy and brand safety to…

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Data month continues at IAB Canada and as we prepare for our Report on Data event on November 30th, we have been connecting with some of our valued members to explore topics that range from privacy and brand safety to the implications of AI and yes, even the metaverse. This week we caught up with IAB Canada member Andrew Myers, Head of Advanced Advertising & GTM at Rogers Sports & Media (RSM). RSM exists to reimagine the future of sports and media by innovating at the intersection of data, technology, and audience engagement.

IAB Canada (IABC): How does Rogers Sports and Media work with data?
Rogers: Over the last four years, RSM has built R.E.D. (Rogers Enabled Data) to power Advanced Advertising capabilities. At the core, data is used to improve the ad experience for both our customers/marketers and our end consumers.  RSM uses our first part party deterministic data as well as a number of technology partners to stitch together the best possible solution for marketers to deliver on this promise.

IABC: What does data mean to you? 
Rogers: Data is a signal, a piece of information. Data in media/marketing is typically associated to a user, whether deterministically or probabilistically. These signals are what help us define who an audience is, what they like and how they respond.

IABC: What are you excited about for 2022? 
Rogers: 2022 is the year that Advanced Advertising becomes mainstream. We’re already seeing it. From Connected TV, to audience segmentation, to advanced measurement, marketers are using Advanced Strategies in their everyday buys. As the cookie crumbles, marketers are hungry for more, looking to have more sophisticated data conversations, and we’re excited about it. In 2022, the Rogers/Shaw merger will come to a close and this will be an exciting time for all Canadians and marketers. For the first time, there will be a truly national cable and wireless company that will be able to use data in a unified and responsible way for the improvement of marketing efforts from coast-to-coast.

IABC: How should advertisers go about leveraging data to make informed decisions?
Rogers: First off, start by building out your marketing data strategy. Do you have first party data? How can you build a plan to incrementally capture more data at every touch point? From there, it’s about developing a framework for testing new ways of targeting, executing and measuring your campaign. At Rogers Sports and Media, we talk a lot about the learning journeys that we take when working with marketers on their data-led strategies and this is a key way for marketers to find the right mix of art and science in data-driven strategies.

On Tuesday, November 30th we invite you to join us for our annual Report on Data Event where we will be joined by a stellar line up of speakers who will be sharing their perspective on the role of data in today’s complex ecosystem. You can find the full agenda and register here.

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Developing a Framework for Ethical AI in Advertising https://iabcanada.com/developing-a-framework-for-ethical-ai-in-advertising/ https://iabcanada.com/developing-a-framework-for-ethical-ai-in-advertising/#respond Wed, 24 Nov 2021 19:35:37 +0000 https://iabcanada.com/?p=18036 IAB Canada has noted an increased interest in the implications of AI in advertising and the ripple effect of the specific GDPR AI regulations that have made their way across the pond influencing the thinking of Canadian policy makers. Here…

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IAB Canada has noted an increased interest in the implications of AI in advertising and the ripple effect of the specific GDPR AI regulations that have made their way across the pond influencing the thinking of Canadian policy makers. Here in Canada, we have seen proposed AI legislation in a revamped PIPEDA in Bill C-11, as well as in Ontario’s recent privacy consultation and more firmly in Quebec’s newly passed Bill 64 which dictates that specific notice must be given when rendering a decision based exclusively on ADM as well as providing the opportunity for individuals to request more information regarding how the decision was made, the factors and parameters that led to the decision and the right to have PI used to make the decision corrected.  With proposed new regulations like these emerging at a rapid pace it is critical for our industry to better understand both the impact of AI on citizens but also, some best practices to follow to ensure its responsible use. 

This week, IAB released a ground-breaking guide covering the subject of bias in the context of AI for marketing.  While the study points out that bias is generally introduced into AI systems unintentionally by humans, our ability to mitigate the risks can help companies do the right thing for their businesses and society.   

The guide provides an excellent starting point for companies to develop frameworks for better AI solutions and is considered mandatory reading for our industry. All stakeholders in our sector can benefit from a strong understanding of the potential implications as well as viable frameworks that can be implemented across the advertising value chain, IAB has done an exceptional job curating real-world experience by AI professionals to define key terminology and explore the roles and responsibilities of stakeholders: requestors, builders, end-users, compliance and legal teams, and consumers. Throughout four phases—awareness, exploration, development, and activation—the document explores the role of key stakeholders and their associated responsibilities as AI champions and arbiters of bias.  

Some stand out truths featured and discussed in the guide include:  

  1. To err is human. To err in a system is a choice to not audit.  
  2. AI is not inherently biased.  
  3. Unwanted outcomes can cascade.
  4. Knowledge is accepting.  

In the US, the FTC recently provided updated guidance, regarding its expectations for organizations using AI and has indicated that not unlike other jurisdictions like our own here in Canada, AI fairness will be one of its regulatory enforcement priorities for this year and beyond.  

  • Start with the right data sets: Validate, revalidate and ensure whether there are gaps. Ask questions before you start.  
  • Beware of discriminatory outcomes: Test your results.  
  • Protect your algorithm from unauthorized use.  
  • Embrace transparency and independent review: Tell consumers how their data is being used in your algorithm and conduct independent audits.  
  • Tell the truth about the data you use and the algorithm results: If you are denying something of value, explain why and explain the results of the algorithm.  
  • Do more good than harm: Ask if your AI model meets this standard.   

IAB Canada strongly recommends that the guide be studied and that members participate in discussions we are having in the coming months on integrating this useful content into our strategies here in Canada. If you would like to join the conversation please reach out to committees@iabcanada.com

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