Join the PRIME Ecosystem

PRIME is an evaluation framework developed by the Institute of Canadian Agencies (ICA) to recognize and showcase the role media owners and publishers play in delivering strong, responsible outcomes for Canadian brands.

Built in collaboration with senior agency leaders through the ICA’s Media Advisory Committee, PRIME brings greater clarity, transparency, and confidence to media planning decisions. The framework highlights media partners that demonstrate meaningful investment in Canadian capability, diversity, and local impact.

By participating in PRIME, media owners and publishers can:

Showcase their strengths and investment in the Canadian market
Provide agency planners with greater transparency into their capabilities and offering
Demonstrate leadership in responsible media economics
Support more informed, locally rooted media planning decisions

Participation is voluntary and open to all media owners and publishers operating in Canada.

To take part, please complete the form below and join the PRIME ecosystem.

For more information about the evaluation criteria, please review the PRIME Framework. Further details can be found at theica.ca/prime, or by contacting scott@theica.ca.

Capability

1. Please indicate how your media product supports and measures performance-based campaigns*

2. Please indicate how your media product supports and measures brand based campaigns*

3. Please indicate how you provide transparency for audience, placement, spend or others, on all media throughout your inventory and supply chain*

4. Please indicate what type of attention-based metric supports your media products, by media product or placement type*

5. Please indicate how you provide access to, and sharing with, your agency and client / brand partners of all data related to their campaign activities*

6. Please indicate any additional 3rd party data verification services used to support the access and sharing of this data*

7. Any other capability information

Diversity

1. Please state what % of your content or editorial supports diverse groups like LGBTQ+, Indigenous peoples, BIPOC, or other underrepresented groups in media*

2. Please indicate if you have audience specific support and representation for diverse groups like LGBTQ+, Indigenous peoples, BIPOC, or other underrepresented groups in media*

3. Please provide your Diversity, Non-Discrimination, Inclusion or any other relevant company policies in support of diversity*

4. For the policies provided please also indicate the review period for them, the measurement behind and any other enforcement practices*

5. Please indicate what percentage of ownership or leadership is represented by diverse groups*

6. Please provide information indicating how your company is using data to eradicate bias within your platform, practices and policies*

7. Any other diversity information

Canadian

1. Please state the number of full-time staff members employed in Canada*

2. Please also state the number of full-time staff members supporting Canada not located in Canada*

3. Please indicate if you have product development teams located within Canada*

Yes

4. Please indicate if you have product development teams outside of Canada, and if so, where are they located?*

5. Please indicate if your products and platforms utilize Canadian based data sources in areas like consumer behaviour, usage patterns, preferences, and others*

6. Please indicate what percentage of your content is composed of Canadian originating content. This can include content that is written by Canadians, produced in Canada, filmed in Canada, developed in Canada, includes Canadian talent*

7. Please indicate the number of physical offices that are located in Canada*

8. Please indicate if your company pays corporate taxes in Canada, or if you are registered as a Canadian company*

Yes

9. Any other Canadian information

Join the PRIME Ecosystem

Company Information

Capability

Diversity

Canadian