With technology constantly offering marketers more ways to measure and get feedback on every signal they put into market, it’s not hard to imagine a time when we’re overwhelmed by information: data-rich but insights-poor.

It’s one of the reasons Canada’s programmatic players have been investing heavily in their capabilities in the last year or so. With billions of data points to integrate, it’s taking increasingly more intelligent tools and capabilities to make the most of it all (including harnessing the power of AI). 

We know that campaigns do best when relevant data informs strategy from the start – and then continually cooperates throughout the execution. So, as complexity builds, programmatic players find themselves stepping into a greater role when it comes to planning and implementation – finding new ways to do more, and better, with less. 

According to a 2023 report released by eMarketer, digital ad spending in Canada will top $14 billion dollars this year, with digital advertising making up close to seven out of every 10 ad dollars spent in Canada. And, despite the tentative nature of the world economy right now, the forecasts suggest strong single-digit growth for the next few years. 

Check out the 2023 programmatic players in Media in Canada‘s annual look at the tools and solutions that are helping brands navigate change.