The Signal — ZoidIQ

Adweek

Adweek · July 15, 2026

Most CTV targeting doesn't actually hit its target

New research from identity resolution vendor Adstra and InterMedia Advertising found that IP-based CTV targeting reaches its intended target only 23% of the time — far less reliable than the industry has assumed. Industry voices are now calling for treating identity confidence as a measurable standard, not an assumption. This is exactly why ZoidIQ never built on identity in the first place, and why every score we show carries a real confidence label instead of a bare number.

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Media in Canada

Media in Canada · July 13, 2026

Canadian media wants Ottawa to keep ad dollars home

A coalition of Canadian media organizations is petitioning the federal government ahead of the fall budget to change tax rules that currently let foreign digital ad spend stay fully tax-deductible while much Canadian media spend doesn't — an estimated $14 billion leaves the country annually as a result. As this conversation moves forward, infrastructure for finding real, provable Canadian opportunity matters more, not less.

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IAB Canada

IAB Canada · July 9, 2026

Attention is scattering across more places than ever

IAB Canada's State of the Nation 2026 event brought together media leaders from Bell Media, Corus, Google Canada, and Numeris to address a real problem: audience attention is now spread across streaming, connected TV, out-of-home, social, and retail environments, often within the same day, and measurement is still catching up to that fragmentation. The panel's own conclusion — start with the outcome you want, don't bolt measurement on after the plan is built — is the same principle behind Proof Room™: evidence has to be built in from the start, not added as an afterthought.

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Media in Canada

Media in Canada · December 17, 2025

Canadian ad spend is set to rebound in 2026

After a flat 2025 disrupted by tariffs, Guideline forecasts Canadian ad spend to grow 3.1% in 2026 — with programmatic up 9% and connected TV up 19.3%, driven partly by the Olympics and FIFA World Cup. Real growth means real competition for the same real markets — exactly where knowing which FSA is actually heating up, and why, becomes the difference between spend that works and spend that guesses.

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IAB Canada

IAB Canada · May 13, 2026

Retail media is becoming commerce media

IAB Canada's latest industry piece tracks retail media's evolution beyond onsite ads into a broader "commerce media" category — in-store screens, loyalty data, even connected TV, all tied together by first-party data. The throughline across every channel: proving outcomes, not just delivering impressions. That's the same standard every ZoidIQ recommendation is already held to.

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GlobeNewswire

GlobeNewswire · February 10, 2026

Canada's digital ad market is set to nearly double by 2029

A new market report forecasts Canada's digital ad spend growing from $12.36 billion in 2025 to $21.14 billion by 2029. Quebec's Law 25 is already shaping how national campaigns get built, and local players — including the Globe and Mail's own ad alliance — are building curated private marketplaces rather than relying on open auction alone. A bigger, more locally-governed market is exactly where knowing which Canadian signals are real matters most.

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