Signal loss in the digital advertising supply chain is becoming an increasingly urgent concern — and IAB Canada is taking action.
Over the past year, industry conversations have spotlighted growing gaps in the quality and availability of critical signals flowing through the programmatic ecosystem. These deficits impact everything from campaign performance to publisher monetization, and the effects are being felt on both sides of the value chain.
To address this, IAB Canada recently hosted a targeted Skills Lab focused on common troubleshooting tactics — but it’s clear that broader collaboration is needed. That’s why we’ve launched a focused industry survey for agency-side programmatic buyers, designed to identify the “must-have” signals in the bidstream and measure how well each one is performing in real-world conditions.
“This study is about getting clarity,” said Sonia Carreno, President of IAB Canada. “If we can pinpoint where signals are breaking down, we can take concrete steps toward restoring the integrity and value of programmatic.”
The issue is complex. In some cases, signal obfuscation is being used deliberately by publishers as a strategic move — a reality that requires open discussion and shared solutions. We’ll be diving deeper into this topic at the sold out industry problem-solving workshop Enterprise on April 23rd in Toronto, and expect it to remain front and centre throughout 2025.
Agencies: if you haven’t already, we invite your input.
Your responses will directly shape the next phase of this important work.
For more information, contact [email protected]