How Canadian marketers can reclaim control of the programmatic supply path in 2026
Canadian marketers are entering a moment of increased opportunity.
With the rapid expansion of streaming, there is more digital supply than demand, and that shift gives buyers greater choice in how the open internet is funded and how consumer trust is supported. Scarcity used to drive decision-making.
Now, Canadian marketers can be selective. At The Trade Desk, we see this as a turning point. There is an opportunity to move beyond the complexity and confusion that have long defined programmatic supply paths and toward a more deliberate, efficient way to reach Canadians – in trusted environments and at the moments that matter most.
Just think about what that kind of leverage means in this context.
Having worked closely with Canadian publishers, platforms, and commercial teams for years, I have seen how fragmented supply paths became the norm. The industry adapted even when it meant accepting inefficiencies and routes that were not designed with Canadian marketers or Canadian audiences in mind. That approach may have been necessary then. It isn’t anymore.
Programmatic advertising has matured, and expectations should evolve accordingly.
Our Founder and CEO, Jeff Green, often encourages the industry to align on a shared vocabulary for the programmatic supply chain; one that reduces ongoing complexity around transparency. That philosophy has underpinned how we think about supply path optimization today. When marketers clearly understand how supply paths operate, they can make smarter decisions, reward quality, and remove what does not meaningfully contribute to outcomes.
Every added layer can introduce additional friction, inefficiency, and risk, including the trust brands have built with Canadian consumers. Choosing the right supply path is one of the strongest levers Canadian marketers have to improve performance, challenge walled gardens, and signal the importance of a positive consumer experience.
This is the thinking behind OpenPath and, more recently, our introduction of OpenAds. OpenPath creates a more direct connection between buyers and publishers, increasing transparency and control over how impressions are delivered.
OpenAds introduces a new auction environment built around integrity and clarity for publishers and sellers. Both are designed to reward quality over complexity and help ensure the open internet remains open, ultimately elevating premium content and quality ad experiences to succeed.
The stakes go beyond efficiency.
Canadian media continues to face economic, regulatory, and structural pressure. At the same time, Media in Canada forecasts renewed momentum for digital investment heading into 2026, with strong growth expected in programmatic and connected TV. That growth presents a real opportunity, but only if ad spend supports the publishers and creators who sustain a healthy Canadian media ecosystem.
As you plan for the year ahead, programmatic supply path decisions deserve a seat at the table and the same level of discipline marketers apply to audience strategy, measurement, and creative.
Demand transparency. Prioritize premium Canadian publishers who deliver real audience attention and set clear standards, so your teams and partners understand what quality looks like – and stick to them.
Media choices are not neutral.
Every media plan is a powerful vote for the kind of internet your brand wants to show up in. By being intentional and refusing to default to legacy paths, marketers can help keep more investment in Canada, ultimately supporting trusted journalism, local storytelling, and high-quality content.
2026 is shaping up to be a year of intentional choices. Marketers have greater access to data-driven levers to own their future. What will you choose?
