Articles by Sonia
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Sonia Carreno shared thisSome very exciting news from Cologne today! I’m incredibly honoured to have been elected as the next CEO of IAB Europe. After many years working alongside an incredible Board, membershio and peer group network in Canada, the opportunity to now take on this role and help shape what comes next for our industry across Europe and (now) globally is enormously exciting. I’m deeply grateful for the confidence of the IAB Europe Board, and equally grateful for the people, experiences and extraordinary community in Canada that have brought me to this moment. Lots ahead. I’m excited, energized and very ready to get to work on a transition of a lifetime! https://lnkd.in/gCAGHZwSIAB Europe Appoints Sonia Carreno as next Chief Executive OfficerIAB Europe Appoints Sonia Carreno as next Chief Executive Officer
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Sonia Carreno reposted thisSonia Carreno reposted thisYesterday, Canada’s digital media marketing community came together at Data Night Toronto: Creator Intelligence for an afternoon of ideas, perspectives and conversations about what it takes to build creator programs that are more strategic, collaborative, measurable and ready to scale. Thank you to our speakers Soneeka Patel (Google Canada), Jeanette Rees (#paid#paid), Ameerah R. (RBC), Taneesha Greaves (Creator), Andrea Hunt MBA, ICD.D (Association of Canadian Advertisers (ACA)), Jordan Brown (Pixability), Mitchell Peck (COBRA PUMA GOLF) and Sydney Robertson (Google Canada) for sharing their perspectives across strategy, brand-creator collaboration, measurement, governance and the infrastructure shaping the next stage of creator marketing. A special thank you to our sponsors for supporting the event and helping us bring the industry together, and to everyone who joined us at the Rivoli as part of IAB Global Creator Week. Elite Corporate Sponsor: Axeptio.Ca, Environics Analytics, Globe Media Group, Google, Loblaw Advance, Native Touch, Roku, and The Trade Desk Topic Sponsor: Pixability The conversation doesn’t end here. We look forward to continuing the work of advancing a stronger, more responsible and effective creator marketing ecosystem in Canada. #iabcanada #globalcreatorweek #CreatorMarketing
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Sonia Carreno shared thisFantastic discussion last night at IAB Canada’s Data Night, part of the Global IAB Creator Week event in Toronto. Earlier in my brand-building days, developing content strategies for brands meant showing the parameters and creative fault lines to what they may credibly talk about. Yesterday’s discussions really demonstrated how creators push those limitations and give wild extensions to credibility grounded in a rare currency of “emotional proof”. There's a lot to think about and we're here for it. Big thanks to the IAB Canada team, our amazing sponsors and fantastic speakers for a riveting Data Night discussion! #creators #digital #Advertising #standards
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Sonia Carreno shared thisCaught an evening with Steven Pinker today and he hit on several topics the digital advertising sector is extremely dialed into at the moment. Among a ton of incredible insights that I look forward to discussing with peers, an important one was in reference to the recent calls for AI frontier development throttling. Pinker contrasted the culture of AI development with traditional engineering disciplines reminding us that structural and mechanical engineers work within the unforgiving realities of physics, where testing, standards, tolerances and safeguards are simply part of building something that can be trusted. AI has largely been built as informational architecture, where experimentation and rapid iteration have driven remarkable progress. Agentic AI changes that equation in that Informational architecture is becoming consequential infrastructure. This connected beautifully with Pinker’s broader discussion of “common knowledge” which is the overarching theme of his latest book “When Everyone Knows that Everyone Knows…” and advertising. Advertising at scale doesn’t simply persuade; it creates shared expectations. We know something, and we know others know it too. Standards do much the same thing. They create a common understanding of what we can expect from one another and from the systems we increasingly rely upon: what has been tested, what can be trusted and who is accountable. Perhaps the question isn’t simply whether AI should speed up or slow down, but whether the structures around it are maturing as quickly as the technology itself. Luckily our industry has the luxury to do step changes using solid frameworks developed to hold the weight of the transactions we invented. We know how to do this: test, apply standards, build in accountability and improve as we learn. Innovation doesn’t suffer from engineering discipline. It becomes strong enough to carry the load. Great evening of thought provoking content. #standards #agenricai #advertising #commonknowledge #engineering
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Sonia Carreno shared thisStill thinking about this keynote. Ajay Agrawal challenged us to think much bigger about AI and what it can make possible. The conversations that followed at State of the Nation were incredible. This is well worth a watch. #ai #powerofprediction #ohCanada #digital #policy #aigovernanceSonia Carreno shared thisHow will AI reshape the future of decision-making? Following his keynote, Power and Prediction: How Leaders Can Leverage Their Greatest Opportunity Right Now, at State of the Nation 2026, Ajay Agrawal shares his perspective on AI, the growing role of prediction, and why human judgment will remain essential as organizations adapt to rapid technological change. Watch the conversation and explore more keynote highlights, session recaps and event resources in the State of the Nation Resource Centre. 🔗 https://hubs.ly/Q04sRDhK0 #IABCanada #StateOfTheNation2026 #ArtificialIntelligence #DigitalAdvertising #AdTech #Innovation
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Sonia Carreno shared thisTariffs meeting the motherboard... Some thoughts on the current situation. #digitalads #advertising #policy #ohCanada #tariffs #digitalmedia #canadianmedia
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Sonia Carreno shared thisTransparency is good for business. Digital advertising has evolved to understand this in privacy through the transparency and consent framework and now in AI with foundational discolusres that will pass through the ecosystem and protect consumers while allowing businesses to innovate responsibly and unleash the creativity of AI in advertising. Looking forward to where this foundational takes us! #AI #advertising #standards #transparency #digitalads #IABSonia Carreno shared thisThe IAB just issued important new guidance on AI disclosure. 👏 👏 👏 to Caroline Giegerich for producing an insightful look at this quickly evolving landscape. New regulations around the world are making disclosure a necessity for businesses, and Anthropic's recent move to watermark content created with Claude means it'll be a lot more difficult for anyone who uses Claude to sweep that AI-generated content under the rug. Research I conducted with IAB earlier this year underpins a lot of IAB's new guidance. In our study of ad executives and Gen Z and Millennial consumers, we found that: >>82% of ad executives believe Gen Z/Millennial consumers feel very or somewhat positive about AI-generated ads, nearly double the 45% of consumers who actually feel that way. >>This "AI ad gap" between younger consumers and ad executives has widened from 32 points when we first ran the study in 2024 to 37 points in 2026. >>Consumers are significantly less likely than ad industry execs to associate positive attributes with AI-generated advertising and more likely to select certain negative ones. [“Forward-thinking”: 46% of ad executives vs. 22% of consumers] [“Unique”: 44% of ad executives vs. 26% of consumers] [“Manipulative”: 10% of ad executives vs. 20% of consumers] >>Although 89% of advertisers who have used generative AI to create ads at least sometimes disclose, less than half always do, essentially unchanged from 2024. >>Among Gen Z and Millennial consumers, 73% said if they knew an ad was created with AI it would either increase or have no difference on their likelihood to purchase the product or service. Learn more about The AI Ad Gap research and what brands and agencies should to do stay ahead of disclosure here: https://lnkd.in/gPYvNjFm Read the IAB disclosure framework here: https://lnkd.in/gA_d5gZW
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Sonia Carreno shared thisUnderstanding the building blocks and visualizing the chain of events involved in agentic ad buying helps drive informed conversations around complex subject matters. Here's another resource that breaks down the agentic campaign process. #advertising #agenticAI #AI #digitalAds #learning #AAMPSonia Carreno shared thisReady to take agentic advertising from theory to practice? Starter Guide: Your First Agentic AI Campaign, developed with insights and standards from IAB Tech Lab, provides media planners with a practical framework for getting started, from connecting tools and setting guardrails to briefing the agent, maintaining human oversight, and measuring the results. Start small, test, learn, and build from there. Explore the step-by-step guide: How to Start Your First Agentic Advertising Campaign: https://hubs.ly/Q04tvB-F0 #AgenticAI #AgenticAdvertising #MediaPlanning #AdTech #DigitalAdvertising
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Sonia Carreno shared thisExplaining complexity - something our team does exceptionally well. This time it's about tackling agentic and bringing it down to the brass tacks. Thanks to the IAB Tech Lab for pushing standards that matter forward and to Paolo Lacuna and Leanne Wong for bringing it to life. #AI #digitalads #agentic #advertisingSonia Carreno shared thisAgentic advertising is moving from concept to capability. But what does it actually mean for the people planning and buying media? In partnership with IAB Tech Lab, IAB Canada is helping the Canadian digital advertising industry understand the standards enabling this new way of working. Explore IAB Canada’s Agentic Advertising 101 for an introduction to AAMP, its building blocks, and what agentic advertising could mean for the future of media buying: https://hubs.ly/Q04tvxxV0 #AgenticAI #AgenticAdvertising #DigitalAdvertising #AdTech #ArtificialIntelligence Jay Aber Derek Bhopalsingh Joanne Crump Ann Duggan Alex Gardner Leanne Gibson Jeff Lancaster Jeff MacPherson Matt McGowan Eric Morris RJ Pauloski Ivan Pehar David Phillips Sahil Razdan Andrew Saunders Bryan Segal Saad Uddin Rachel Wittman Geary Gah-Yee Won Sonia Carreno
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Esther Benzie, MBA, ICD.D - yes!! More time in Spain but looking forward to delicious food and complicated bureaucracy of a different flavour ;)
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Sonia Carreno liked thisSonia Carreno liked thisLess than one week to go until our second Retail Media Impact Summit! 🎉 What started as a simple idea — bringing industry leaders together to drive real change through open discussion, co-created content and shared standards — has grown into a 200+ person leadership event. I couldn't be prouder. A huge thank you to the team, who have worked tirelessly over the past few months to make this happen. We can't wait to welcome back so many familiar faces, and to meet plenty of new ones. Ioana Mardare Nicole Laleva Lauren Wakefield Amy Mazzola Alexandru Macarescu Rotari Yara Daher
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Sonia Carreno liked thisSonia Carreno liked thisOne of my favourite things about being a Googler, opening up this Economic Impact Report each to see all of the amazing impact that we're having on Canada and Canadians. As we celebrate 25 years in Canada, what really spoke to me this year is the community impact. Since 2009, Google and Googlers have given more than $1.3 billion CAD in funding (cash grants, social impact funding, employee donations, and gift match) to organizations and nonprofits in Canada. https://lnkd.in/gVhN48YcCelebrating 25 Years of Innovation, Impact and Commitment to CanadaCelebrating 25 Years of Innovation, Impact and Commitment to Canada
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Sonia Carreno liked thisSonia Carreno liked this🐾 Wildlife Overpass: Where Engineering Meets Nature 🌿 Have you ever wondered how highways can be designed without cutting off wildlife habitats? A Wildlife Overpass—also called an Ecological Bridge or Wildlife Crossing—is a structure built over roads, highways, or railways to provide animals with a safe route between fragmented habitats. 🏗️ How does it work? • 🌳 Vegetation is added to make the crossing feel like a natural habitat. • 🦌 Wildlife can cross without interacting with fast-moving traffic. • 🚧 Helps reduce wildlife–vehicle collisions. • 🌿 Connects fragmented ecosystems and supports animal movement. • 🐾 Can be designed for species ranging from small mammals to large animals. Engineering considerations ✔️ Location based on animal movement patterns ✔️ Structural stability and appropriate loading ✔️ Natural landscaping and drainage ✔️ Fencing to guide animals toward the crossing ✔️ Monitoring through cameras and field surveys The goal is simple: Build infrastructure that works for people—and leaves space for nature. 🌍 💬 What do you think—should wildlife crossings become a standard feature of highways passing through forest areas? #CivilEngineering #WildlifeCrossing #WildlifeOverpass #EcologicalEngineering #SustainableInfrastructure #HighwayEngineering #Infrastructure #Environment #NatureConservation #Engineering
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Sonia Carreno liked thisSonia Carreno liked thisStrategy has caught a nasty case of emotional extremism. "I'm not sure that thinking is emotional enough" is now the prelude to the planning walk of shame. Here's a piece on the perceived primacy of emotional strategic platforms over their rational counterparts. How we got there, how it's limiting our strategic palette and how we can overcome it. Nicky Bryson Rachel White Sebastian Revell sarah carter Rachael Fraser Les Binet Tom Morton Jill Cummins Simon McCrudden Katharina Vassar Georgia Pritchard Rob Farmer Ryan O'Connell Anna Moawad
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Sonia Carreno liked thisSonia Carreno liked thisBuild practical digital media skills this October with IAB Canada’s Live Full Day Courses. Led by industry practitioners, each course combines current industry knowledge with practical learning you can apply in your day-to-day work. IAB Canada members receive discounted course rates. Training a team? Ask us about group rates and multi-course packages. Explore the October course schedule and find your next learning opportunity: https://hubs.ly/Q04wp1MW0 #IABCanada #CareerDevelopment #DigitalMarketing
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Sonia Carreno reacted on thisSonia Carreno reacted on thisKenneth Danielsson lämnar IAB Sverige efter fem år som VD Kenneth Danielsson har beslutat att lämna rollen som VD för IAB Sverige efter fem år på posten. Han kvarstår som VD till den 27 januari 2027, samtidigt som arbetet med att rekrytera hans efterträdare har inletts. - Jag kom in med en uppgift att stärka IAB Sverige och bredda vår påverkan inte bara mot våra medlemmar utan emot branschen och emot myndigheter och beslutsfattare. IAB Sverige har idag en naturlig plats i dessa forum vilket känns mycket bra! Efter fem år har jag landat i att det är dags för mig att lämna stafettpinnen vidare. Det är ett beslut som vuxit fram över tid och det känns både vemodigt och helt rätt, säger Kenneth Danielsson. Processen för att rekrytera nästa VD för IAB Sverige har inletts, läs mer om tjänsten här: https://lnkd.in/d_xwnUVZ Läs hela pressmeddelandet här: https://lnkd.in/dv73dPus
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Sonia Carreno liked thisThe biggest industry event of the year in Canada is back! #TikTokWorldCanada returns to Toronto and spots are filling up fast. Register today - Details below. 👇 See you there!Sonia Carreno liked thisCurious about advertising on TikTok? Consider this your invitation in. 🚀 On October 7, #TikTokWorldCanada returns to Toronto for our biggest business event of the year — bringing together the ideas, tools and people shaping what’s next for brands on TikTok. If your business has been watching TikTok from the sidelines, this is the place to start. Come discover how brands are turning attention into action, get hands-on with the tools and solutions built to drive business growth, and hear directly from TikTok leaders, partners and brands already making it happen. Plus: great food, drinks, prizes, immersive experiences and a few surprises along the way. 👀 Ready to see what TikTok can do for your business? Request your spot here: https://lnkd.in/gF9RtPg8 📅 October 7, 2026 🕐 1:00–7:00 PM 📍 Downtown Toronto Space is limited, and submitting a request does not guarantee entry. Confirmed guests will receive an official invitation with full event details.
Experience & Education
Licenses & Certifications
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200+ hr Yoga / Meditation Instructor
Kundalini Research Institute
IssuedCredential ID Yoga Instructor / Meditation Coach
Honors & Awards
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Canada's Marketing, Advertising, PR and Communications Hall of Fame Inductee
Marketing News Canada
Acknowledged for efforts in bringing the Canadian marketing and advertising industry into the digital age.
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Gold Canadian Marketing Association Awards
Canadian Marketing Association
Two Gold Awards given by the CMA Awards for our Thoughtful Digital Leadership work entitled “AutocorrectHER” - a Chrome extension addressing gender bias in the digital media industry.
Languages
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Spanish
Native or bilingual proficiency
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German
Native or bilingual proficiency
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English
Native or bilingual proficiency
Organizations
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Cannes Lions Canada
Member of the Board of Advisors
- Present -
Ad Standards
Board Member
- Present
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