Ads managers—tools provided by digital ad platforms for planning and executing media buys—have changed digital ad buying over the past decade. These self-serve, API-driven toolkits are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV (CTV).

Key Question: What methods and formats of programmatic advertising are advertisers adopting in Canada?

Key Stat: Programmatic’s share of digital display ad spending in Canada will be 92.4% in 2024, making it the go-to method of media buying for advertisers.