The market moves fast. Canadian Ad Insider gets you there first.
Account moves, people moves, and the conversations shaping Canada’s advertising industry — before your competitors see them.
Forrester has released a new report showing that 81% of marketers say their firms plan to increase their principal media buying—acquiring media directly from agencies—in 2026. The finding is based on Forrester’s third-quarter “CMO Pulse Survey.”
The finding comes as a slight majority of marketers—52%, according to Forrester—expect tighter budgets this year.
Forrester also cited a 2024 study by the Association of National Advertisers, which found that nearly half of all marketer members reported using principal media in the previous 12 months.
Register below for your COMPLIMENTARY subscription
Our COMPLIMENTARY registration provides you to access to this article and many others across Profectio.com
SUBSCRIBE NOW
[adrotate banner=”6″]
