The future of the Canadian media ecosystem
We recently gathered with fellow industry leaders, who are part of the Canadian Marketing Association’s Media Council, to tackle a question that’s both timely and complex: What does the future of the Canadian media ecosystem look like, and what role do we play in shaping it?
Before we can talk about where we’re going, we have to be honest about where we are.
The Canadian media ecosystem is incredibly complex. The graphics below illustrate just how intricate the ecosystem has become from the demand side through to supply. Every layer introduces its own platforms, partners and challenges. And while we’ve never had more tools or access to audiences, we’ve also never had to work harder to connect the dots.
Here are some current realities:
Consolidation is reshaping the landscape
Holding companies dominate the demand side, while mergers and acquisitions on the supply side continue to shrink the field. This consolidation limits diversity and makes it harder for smaller, entrepreneurial players to compete or scale.
Technology stack complexity
While we have access to powerful tools and platforms, they often don’t speak to each other. Clean data flows, standardized reporting, and shared measurement frameworks are still elusive.
Global tech, local intentions
Even when we aim to “buy Canadian,” the infrastructure behind those buys often relies on global platforms, making it difficult to translate intention into meaningful, local impact.
Too many chefs, too little clarity
Decision-making has become slow and siloed, not because of platforms or partners, but because there are too many internal voices at the table and too few dollars to go around. The result? Fragmented direction, cautious spending, and missed opportunities to test, scale or innovate.
Shrinking budgets and flexibility
Economic pressures are pushing brands to prioritize short-term wins while eliminating pilots. This makes it harder to fund experimentation, support smaller partners or take creative risks.
The Canadian media ecosystem at a glance: A complex ecosystem of agencies, platforms and publishers that highlights our capabilities and our challenges. It’s time to move from fragmentation to intentional collaboration.
Here’s what the future of the Canadian media ecosystem could look like:
From fragmentation to collaboration
We move beyond isolated platforms, partners and decision-makers to foster intentional collaboration across agencies, publishers, platforms and brands, so media buying and planning works as a more connected, agile system.
From short-term performance to balanced growth
We re-balance our focus between immediate results and long-term brand building, creating space for experimentation, supporting new voices, and investing in brand equity through trusted, local media environments.
From risk aversion to informed testing
We acknowledge the realities of tight budgets and lean teams but carve out room for small, smart test and learn opportunities that help validate innovation and de-risk investment in emerging Canadian media players.
From buying Canadian to building Canadian
We stop treating Canadian media as a box to check, and start building a thriving ecosystem by supporting independent publishers, elevating local content, and growing platforms that reflect Canada’s culture, economy and people.
From siloed tech to integrated insights
We push for interoperable platforms and shared data standards that allow brands to connect the dots across the full media journey, aligning tech, measurement and decision-making into one smarter, cohesive system.
From fewer voices to shared leadership
We create an environment where smaller players have a seat at the table, where clients and agencies co-create strategy, and where industry associations help convene partnerships that drive real change.
If we want a healthy, thriving Canadian media ecosystem – one that is future-ready, inclusive and built for both performance and equity – we can’t wait for someone else to define it. We have to shape it together.
Let’s stop waiting and start building.
Authors:
Barbara Huggett, General Manager & SVP Ad Sales, Captivate
Pooja Lal, Integrated Digital & Brand Experiences Leader, EY
