IAB Canada has released its inaugural Agency 360 – Partnership Attributes Report, a barometer study created specifically to help agencies sharpen their competitive edge.
Built on direct input from 30 of Canada’s leading digital media publishers and platforms, this member-exclusive report sheds light on the traits and behaviours that drive stronger collaboration — and ultimately, better business outcomes — across the buy-sell relationship.
The findings are revealing. Publishers are doubling down on long-term relationships that deliver consistent revenue, with media AORs still taking centre stage but direct brand activity gaining traction. Time investment from the sell-side is being strategically aligned to return — meaning agencies that show up with the right mix of pricing flexibility, accessible teams, and strong product fit are rewarded with more proactive opportunities and greater value per engagement.
But the report also surfaces pressing challenges: over 50% of respondents flagged foundational digital knowledge and information management as key skills gaps on the agency side.
“This study was designed to hold a mirror up to the ecosystem and offer agencies clear, actionable insights,” said Sonia Carreno, President of IAB Canada. “It’s about more than performance—it’s about building smarter, more sustainable partnerships that benefit the entire value chain.”
This report is designed to help agency leaders benchmark performance, uncover capability gaps, and guide training priorities. Available exclusively to members, the Agency 360 report is a must-read for forward-thinking teams.
Agency leaders can request their copy by contacting [email protected]