Adrian J Cotterill, Editor-in-Chief
The Interactive Advertising Bureau of Canada (IAB Canada), the leading representative of the digital advertising industry in Canada, and the Retail Council of Canada (RCC), The Voice of Retail in Canada, announced back in September a strategic collaboration aimed at advancing the digital retail advertising landscape in Canada.
At the time Sonia Carreno, President, Interactive Advertising Bureau of Canada, told us “The partnership between IAB Canada and RCC represents a significant step forward in advancing digital retail advertising standards and practices in Canada. By joining forces, we can offer a unique perspective on the evolution of digital media in Canada and internationally to help shape the retail media supply chain in Canada. This collaboration bridges the knowledge gap between two sectors that together, are poised for significant growth in the years to come”.
Its first joint initiative is this nationwide survey aimed at assessing the evolving Retail Media landscape in Canada. As the retail industry continues to embrace digital transformation, this study seeks to capture critical insights into the current state of Retail Media, providing valuable benchmarks for both retailers and media buyers.
The study is designed for two key audiences: retailers who are either already active in the Retail Media space or are planning to develop offerings, and media buyers who are making investments on behalf of their clients or brands. By participating, you will contribute to shaping the understanding of how Retail Media is growing, how budgets are being allocated, and the overall health of this emerging platform in the Canadian market.
They say that insights will be instrumental in helping the industry gauge the rate of adoption, identify trends, and provide guidance for future strategies. The collective input from the agency and retail communities will offer a clearer picture of how this rapidly growing segment is impacting the broader advertising ecosystem.
It is a unique opportunity to have your voice heard and contribute to a critical study. To show their appreciation, all survey participants will have a chance to win a complimentary ticket to IAB Canada’s highly anticipated Report on Data event, taking place in Toronto on November 27, 2024, where the survey findings will be unveiled.
Santo Ligotti, Vice President, Marketing & Membership Services, Retail Council of Canada said “As retailers continue to invest heavily in building out media offerings, it’s imperative RCC becomes more involved in the retail media landscape. Our collaboration with IAB Canada allows us to provide our members with the expertise and insights they need to thrive in the rapidly changing landscape”.
RCC represents more than 54,000 storefronts across various retail formats, including department stores, grocery stores, specialty and discount retailers, independent merchants, online sellers, and quick-service restaurants across Canada. Together with IAB Canada’s powerful digital leadership and global presence with 4,000+ members spanning 47 countries, the two associations’ combined strengths and expertise will deliver alliances and outputs that serve the retail industry in a way that has not been possible previously.
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