Our collection of best practice documents and research materials provide insights and intelligence to support your marketing decisions.

ACA Publications

Advertising & Marketing Law in Canada

Advertising and Marketing Law in Canada

6th edition

This edition includes important updates on social media advertising practices, including influencers, as well as changes to online behavioural advertising.

Global Media Charter: Advertisers' principles for partnership in the digital media advertising ecosystem

Global Media Charter

This Charter identifies eight areas of the media ecosystem of greatest concern to advertisers and where opportunities lie to create a safer, more transparent and more consumer-friendly environment.

The Role Of The MarCom Dashboard

An Investigation Of Current Theory And Practice For Measuring The Results Of Marketing Communications (2012)

A guide to help marketers optimize their MarCom programs.

The Client Brief

A Best Practices Guide To Briefing Communications Agencies (2006)

Step-by-step advice based on research with over 100 clients and more than 100 agencies.

ACA Studies

Sustainability & Marketing - Report Results: Canada | April 2021

Marketing and Sustainability: Closing the Gaps


This global study, with Canada-specific results, examines the state of sustainability agendas within organizations and the role of the marketing function in relation to those agendas.

2020 Brandspark-ACA Advertisers and Marketers Survey Report Cover

Canadian Advertisers and Marketers Survey

Report (2020)

This survey covers the key trends and strategies of marketers and advertisers as they grappled with the effects of the pandemic on their businesses.

The Bottom Line On Bot Fraud

The Bottom Line On Bot Fraud

A Canadian Study Into Invalid Traffic (2017)

This report covers the breadth and depth of invalid traffic through ad fraud in Canada and provides guidance on how marketers can protect themselves against this type of fraud.

Programmatic: Seeing Through The Financial Fog

Programmatic: Seeing Through The Financial Fog

An In-Market Analysis Of Programmatic Media At The Transaction Level (2017)

This study presents a data-drive fact base around the economics of programmatic media trading and suggest steps to help all marketers take greater control of their programmatic investments.

The Canadian Leading Marketers Survey

Report (2016)

In an effort to better understand how marketers are focusing their budgets amid an evolving media landscape, the ACA and Nielsen conducted the Canadian Leading Marketer’s survey between the fourth quarter of 2015 and the first quarter of 2016.

Marketer’s Pulse

(2012 – 2015)

These reports contains results of what Canadian marketers are thinking, planning and experiencing at their workplaces, and with their suppliers and consumers. Thank you to the panelists who agreed to provide their perspectives and insights.

National Salary Survey Report

Report (2013)

A national level report on salary band and company-wide benefits of marketing services related job positions across six main sectors: Traditional Advertising Agencies; Digital and Online Agencies; Media Companies: Publishers & Broadcasters; Client Advertisers and Marketers; Market Research; and Public Relations and Public Affairs.

Marketing Communications Expenditure Survey

Summary report (2012)

This study’s purposes are to provide insight into the current use of media and other MarCom channels, and to identify areas where media and other MarCom channels are changing within budgets and will continue to change in the near future.

Sustainability & Marketing - Report Results: Canada | April 2021

Marketing and Sustainability: Closing the Gaps


This global study, with Canada-specific results, examines the state of sustainability agendas within organizations and the role of the marketing function in relation to those agendas.

Industry Studies

Media Rating Council Brand Safety Guidelines

MRC Brand Safety Reference Guide

Key Questions to Ask Suppliers and Vendors (2020)

This two-page reference document developed by the Media Rating Council outlines ten questions advertisers should ask their suppliers and vendors to maximize brand safety.

Ad Complaints and Disputes Report 2019 cover

Ad Complaints Report

Ad Standards (2020)

Ad Standards releases a report compiling case summaries of consumer complaints about advertising that were recently upheld by Standards Councils (Councils) in 2019.

Canadian Sponsorship Landscape Study 2019

Canadian Sponsorship Landscape Study

The Canadian Sponsorship Landscape Study (CSLS) provides the most comprehensive information on the scope, scale and trends of Canada’s sponsorship industry, including industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook.

2018-2019 Bot Baseline Fraud in Digital Advertising by ANA and White Ops

White Ops & ANA 2018-2019 Bot Baseline Report

White Ops & ANA (2019)

White Ops and the ANA have teamed up to create the Bot Baseline Report, a study of the prevalence of sophisticated invalid traffic (SIVT) at some of the world’s biggest brands.

WARC Brand Purpose Report 2017 cover

WARC Brand Purpose Report


The Brand Purpose Report analyses trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

WARC Toolkit 2018 cover - how brands can respond to the year's biggest challenges

WARC Toolkit 2018


See how brands can respond to the year's biggest challenges, with findings from WARC’s Toolkit survey.

Value of Advertising

Report (2017)

This report by World Federation of Advertisers isolates the economic and social contribution of advertising and highlights its ability to drive economic growth.

CMDC Media Digest

A Definitive Source For The Media Marketplace (2017)

CMDC’s 2016/17 Media Digest is a one-stop shop for media information.

Both your insights and the documentation the ACA provides are valuable to driving forward decisions. Your documents, books and guides are always strong resources, and we always appreciate the time you make to talk through a consideration/hurdle.

Natalie Prychitko, former Director Lottery Services – OLG