At IAB Canada’s Enterprise 2025, digital advertising community gathered to take stock of where the industry is headed—and the latest Barometer Survey confirms a cautious optimism grounded in innovation, investment, and a drive to define a sustainable future for Canadian Media.
The survey revealed a positive outlook for the next six months, with most organizations expecting stable or growing headcounts. Notably, changes are being driven by organizational innovation and restructuring, not economic uncertainty or AI disruption. On the investment front, both Buy and Sell sides showed confidence, with planned increases in media spend—especially in channels like CTV, DOOH, and programmatic.
One area that stood out as requiring further attention was the definition of Canadian media. The industry showed no clear consensus—buyers focus on who creates the content and who owns it, while sellers lean towards operational presence in Canada. This gap has real implications for how media dollars are spent and how local content is supported.
IAB Canada acknowledges the need for a shared understanding of what constitutes Canadian media. We will act on this insight by leading discussions across the ecosystem to align on a working definition that supports growth and sovereignty in the Canadian digital media landscape.
As the industry leans into growth, new technologies, and evolving consumer expectations, clarity and collaboration will be key to navigating the road ahead—and IAB Canada is committed to supporting that journey.
Access the Enteprise 2025 Barometer here.
Read more about Enterprise 2025 here.