Upfront 2021: Rogers bets future on big data, technology

By Etan Vlessing TORONTO - In an annual upfront presentation short on traditional song and dance sales pitches, top executives at Rogers Sports & Media on Tuesday gave Canadian marketers and ad agencies a master class on big data and how advanced audience analytics will drive their multi-platform and device sales campaigns. Division president Jordan Banks opened the broadcaster's virtual show, which is an important pitch for ad dollars, by spotlighting a “massive transformation” in the organization after the pandemic accelerated consumption changes in the Canadian media landscape caused by cord-cutting and a shift in subscriber revenue to mostly foreign...