Session
Tuesday, September 29, 2026
10:00 AM - 10:30 AM
Loft 1/2
Beyond the Buy: How Programmatic Partnerships Are Evolving in Canada (The Trade Desk upfront)
Beyond the Buy: How Programmatic Partnerships Are Evolving in Canada (The Trade Desk upfront)
Tuesday, September 29, 2026
10:00 AM - 10:30 AM
Loft 1/2
Beyond the Buy: How Programmatic Partnerships Are Evolving in Canada (The Trade Desk upfront)
Most marketers still think of media companies as one thing: a place to buy ad space. That's changing. A growing number of Canadian media owners are realizing they can be an advertiser, a publisher, and a data owner at the same time, and that each role, activated programmatically, makes the others more valuable.
This session uses a new, first-of-its-kind Canadian partnership between Cineplex Media and The Trade Desk as a real-life example of how that looks in practice: unlocking premium inventory for programmatic buying, activating proprietary audience data to reach high-intent consumers across the open internet, and treating owned media as one channel within a broader always-on strategy rather than a standalone buy.
The result is a blueprint other Canadian organizations (retailers, broadcasters, venues, and beyond) can start applying to their own data, inventory, and media strategy today.
Featuring:
Sponsored by:
