TORONTO, ON–Vividata, a Canadian authoritative source for cross-media and consumer behaviour insights, announced that ChangeMakers and Glassroom have selected Vividata Spatial to strengthen audience planning, activation, and outcome measurement across the Canadian media ecosystem.
Built from Vividata’s Study of the Canadian Consumer and Metrica passive panel data (SCC/Digital), Vividata Spatial is a fully described, demographically representative, database of more than 40 million Canadians across approximately 17 million households. Designed to support planning and measurement across channels, Vividata Spatial functions as a connected, hyper-local Identigraph, enabling teams to build audiences, understand media behaviours, and connect media exposure to likely outcomes at scale.
“As agencies evolve their planning models for a more complex media environment, they need reliable, privacy-safe, and fully connected data to unlock real value,” said Pat Pellegrini, President & CEO, Vividata. “Spatial puts all media on equal footing and delivers the depth, accuracy, and outcome-focused insights required for intelligent planning and activation. Its adoption by Glassroom and ChangeMakers is a strong endorsement of that vision and of Vividata’s role in enabling the future of data-driven marketing.”
A Connected Dataset for Hyper-Local, Next-Generation Planning
Spatial’s ability to connect media and business metrics together at the household and local level supports a more transparent, accountable, and performance-driven approach to planning. Spatial is purpose-built for the AI era, helping planners and strategists understand:
- Who consumers are
- Where they live
- What media they consume
- How they shop
- Which outcomes they are likely to drive, and much more
The platform enables agencies, media owners, and advertisers to analyze and activate across TV, streaming, digital, OOH, print, search, social, apps, and commerce signals, all from a common database designed for interoperability and privacy compliance.
“Spatial gives us a connected foundation that supports how we work today, from audience development through activation and measurement,” said Laura Heck, Executive Vice President, Media, ChangeMakers. “It strengthens our ability to deliver insights and planning that reflect real Canadian behaviours, while supporting privacy-forward and outcome-driven decision-making across channels.”
“Canada is always changing. To really understand the country in 2026, we need to move past old ideas and pay attention to the details in every market and community,” said Sarah Thompson, Executive Managing Director, Glassroom. “Cities are evolving because of economic and housing pressures, while rural areas are growing and changing in their own ways. Canada keeps redefining itself. If we stop listening to the many voices across our provinces and communities, we risk losing touch with what makes this country unique. Vividata Spatial helps us see these changes and understand people better, not just in terms of media. As an agency, we must know Canada inside and out.”
“Spatial is ready-made not only for agencies, but also for brands and media companies with their own data sets and platforms that want to strengthen their intelligence with trusted Canadian audience data,” added Pellegrini. “It provides a granular foundational truth set that can work across different operating models, including platform-based access and direct integration.”
Vividata is Canada’s authoritative source for insights on cross-media and consumer behaviour, delivering Unmatched Insights. Smarter Decisions. As the country’s leading provider of cross-platform audience measurement, Vividata surveys over 75,000 Canadians each year on 100,000+ variables, offering the most complete view of how people live, shop, and consume media. A not-for-profit governed by industry leaders, Vividata reinvests in innovation to provide unmatched, privacy-first insights. Its flagship SCC | Study of the Canadian Consumer is the largest syndicated study in Canada, complemented by solutions like Spatial, Relevance, and Metrica, along with specialized multicultural, sports, and brand affinity reports.
