In this exclusive CanadianSME Small Business Magazine interview, Sonia Carreno—President of IAB Canada—shares her perspective at the helm of Canada’s digital advertising industry association. Drawing on a decade of leadership and global brand experience, Sonia has helped shape national standards and steer the industry through rapid change, from the rise of AI to evolving privacy expectations. Through the innovative Digital Means Business initiative, she’s expanding access to digital marketing resources for Canadian SMEs—offering practical support and empowering businesses of all sizes to thrive in the ever-shifting online media landscape.
Sonia Carreno is President of IAB Canada, the national trade association representing Canada’s $22B digital advertising industry. For over a decade, she has led the charge in advancing industry standards, fostering collaboration across publishers, platforms, and marketers, and championing responsible, innovative digital practices.
Having steered IAB Canada through a decade of digital transformation, what have been the most pivotal shifts in Canada’s digital advertising landscape during your tenure, and how has IAB Canada responded to them?
Over the past decade, digital advertising in Canada has gone from being an experimental line item to the backbone of most marketing strategies. We’ve seen the rise of programmatic buying, the dominance of mobile, and video finally stepping into its own. More recently, retail media and AI have added entirely new dimensions to the way campaigns are planned and executed. And of course, privacy regulation has reshaped how we think about data and trust.
At IAB Canada, our job has been to help the industry not just keep up, but stay ahead. We’ve modernized standards, created training programs, and built tools that give Canadian businesses clarity and confidence. We’ve also acted as a bridge—making sure Canada’s voice is heard globally, while tailoring global frameworks to reflect our unique market. For me, the real shift has been seeing Canadian publishers, platforms, and marketers embrace change with resilience and creativity. That’s what makes our market so exciting—it’s not about surviving disruption, but finding opportunity within it.
You’ve led strategies for some of the world’s most recognized brands. How do these global experiences inform your work in advancing digital standards and responsible advertising practices for Canadian businesses?
Working with global brands was an early masterclass in both ambition and accountability. I learned that innovation only works if it can scale across borders, and that trust—whether with consumers or regulators—is the true currency of growth. These lessons carry directly into my work at IAB Canada.
Canada is a uniquely bilingual and diverse market, and our advertisers compete on a global stage. My global experience allows me to connect the dots between international standards and the local realities of Canadian businesses. Whether it’s adopting global privacy frameworks, advancing transparency in programmatic supply chains, or shaping responsible AI practices, I’ve seen how important it is to align while still protecting what makes our market unique.
At IAB Canada, I bring that perspective to every initiative: helping our members benchmark against world-class practices while making sure Canadian publishers and marketers have the tools they need to thrive at home.
AI is rapidly influencing media planning, content creation, and operational efficiency. How is IAB Canada preparing its members to navigate the opportunities and ethical challenges presented by artificial intelligence?
AI is already reshaping how campaigns are planned, optimized, and even created. For our industry, it’s both an incredible opportunity and a test of responsibility. We’re seeing efficiencies and new creative possibilities, but we’re also facing questions about transparency, bias, and consumer trust.
At IAB Canada, we’re preparing our members by doing what we do best—bringing the industry together. We’ve launched working groups on AI, provided thought leadership on ethical use cases, and connected Canadian voices into global conversations on standards. We’re also looking at practical guidance: what AI can do today, what to watch for tomorrow, and how to apply safeguards along the way.
For me, the goal is clear: help businesses lean into innovation without losing sight of accountability. Canadian advertisers should feel confident that they can adopt AI tools to grow, while also protecting the trust that makes digital relationships possible in the first place.
As privacy regulations and digital standards evolve, what collaborative initiatives or tools has IAB Canada introduced to help members maintain compliance and drive industry leadership?
Privacy has been one of the most defining issues of the past decade. Regulations have evolved quickly, and with them, consumer expectations have grown sharper. Rather than seeing this as a burden, IAB Canada has approached privacy as an opportunity to lead.
We introduced the Transparency and Consent Framework in Canada, which helps standardize responsible data practices across the ecosystem. We’ve also rolled out training programs, compliance playbooks, and cross-industry councils where members can share challenges and solutions. Importantly, we’ve taken a collaborative stance—helping businesses align with global requirements while reflecting Canada’s unique regulatory environment.
The truth is, compliance is no longer optional, but it doesn’t have to be overwhelming. By working together, the industry can turn privacy into a competitive advantage. When consumers see brands respecting their choices, trust grows—and with it, so does long-term opportunity.
In closing, what advice would you offer small and medium-sized businesses aiming to innovate and grow in Canada’s dynamic online media and advertising ecosystem?
For small and medium-sized businesses, this is an incredible moment. Publishers and platforms that were once only accessible to large agency budgets are now opening their doors to smaller advertisers. That means SMEs have unprecedented access to the same tools, audiences, and performance measurement once reserved for big brands. The opportunity to stand out in a competitive market has never been greater.
My advice: start small, be intentional, and stay curious. Digital allows you to test ideas quickly, measure results in real time, and scale what works. Invest in understanding your customers, set clear goals before you spend a dollar, and don’t shy away from experimenting with new formats like video, social, or retail media.
Recognizing this, we launched DigitalMeansBusiness.ca—an IAB Canada initiative built specifically to support small businesses with practical resources, training, and insights. Our goal is to help entrepreneurs keep pace with the fast-moving digital ecosystem and harness it to drive growth. With the right mindset and the right tools, SMEs can compete shoulder to shoulder with larger brands—and build lasting connections with their customers in the process.
