Standard Media Index expands to Canada

Agencies, brands and publishers in Canada have a new resource to look to for data and insights about ad spending data.

Standard Media Index has officially launched a Canadian outpost and website. SMI is an 11-year-old company launched out of Australia, with Canada being its fifth market. CEO James Fennessy describes it as a consortium model among all of the market’s agencies.

“The business model and the problem we really solved was that businesses had a lot of issues harmonizing their own spend data and applying their resources against that,” he explains. “We went along and said, ‘we’ll take that off your hands.’”

SMI draws on agency invoice data to identify trends across media vendors related to audiences, ROI and more. Fennessy says its services are relevant not only for agencies, but also for brands and the media platforms themselves.