With the Digital Services Tax (DST) now in effect, Canadian advertisers are rethinking their media spend. Rising costs on global platforms like Google and Meta are pushing brands to explore local channels that deliver reach, cultural relevance, and stronger ROI. The DST was introduced to ensure large foreign tech platforms pay their share on Canadian-generated revenue, but for marketers, it means higher costs and the need to spend smarter.

Why the DST Changes the Game

The DST ensures large foreign tech platforms pay their share on Canadian-generated revenue. For marketers, it means higher costs and the need to spend smarter.

The Shift to Local

Budgets are moving toward:

• Canadian-owned publishers with strong regional audiences
• Retail media networks tied to homegrown brands
• Community-driven platforms that foster deeper engagement

This not only sidesteps higher costs but also keeps ad spend in the Canadian economy, supporting jobs and journalism.

More Than Cost Savings

Going local is also a brand advantage:

• Shows commitment to Canadian communities
• Builds trust through cultural alignment
• Unlocks insights global platforms may miss

Winning Moves for 2025

1. Audit your media mix and reduce dependency on taxed global channels.
2. Test and measure local buys for performance.
3. Partner with Canadian influencers, publishers, and retailers.
4. Use first-party data to target with precision.

At DV8 Communication, we help brands turn change into opportunity — boosting ROI, building real connections, and driving results with smart media, in-language creative, and multicultural know-how. Let’s work together to make your next campaign smarter, stronger, and impossible to ignore.