Canadian viewers want stories that reflect who they are, stories that resonate, and investment in Canadian talent. Canadian advertisers want to show up in those moments with relevance and connect meaningfully with the right audiences. The industry is rallying around a shared ambition: deliver for both.

In this session, Amazon Ads and renowned brand, De’Longhi, explore what becomes possible when culturally rooted content is paired with the creative opportunities now available at scale in Canada, from brand partnerships to interactive advertising to innovative ad tech for planning and measurement. Together, they'll unpack how culturally rooted content creates deeper viewer connections, how brands can authentically embed themselves in those moments without disrupting them, and how far innovations like contextually aligned pause ads, interactive formats, and shoppable experiences can scale within locally relevant programming. They ask: is streaming TV advertising about to become more effective than ever — and how much more investment can it attract back to Canadian content?